IAS expands TikTok partnership boosting brand safety with measurable invalid traffic tools

A holistic solution provides granular transparency and third-party measurement for marketers on TikTok.

by Lucy Shelley 20 May 2022

Integral Ad Science has expanded its partnership with TikTok, letting its clients measure viewability, invalid traffic (IVT) and app-level brand safety, allowing brands and agencies globally to monitor the quality of their media buys on TikTok’s platform.

IAS will now provide advertisers with third-party measurement powered by the Open Measurement Software Development Kit (OM SDK), giving marketers transparency and confidence around campaign performance.

Lisa Utzschneider, CEO, IAS said: “It is more important than ever for marketers to engage with users on social platforms and ensure that their ads appear next to brand safe and suitable content on a global scale. We are thrilled to deliver a holistic solution on TikTok and provide new levels of transparency and precision for these campaigns.”

The partnership boosts transparency in the walled garden space by bringing the OM SDK integration on their platform. It provides granular reporting with 24/7 access to the IAS Signal UI, allowing advertisers to take action and stay informed on campaigns.

Melissa Yang, Head of Ecosystem Partnerships, TikTok said: “Through this expansion, brands and advertisers around the world will have access to IAS viewability and invalid traffic measurement tools to monitor the quality of their campaigns on our platform. We’re excited to see how this will usher in new levels of transparency and success for our clients.”