TikTok Enhances Brand Safety Assurance with Integral Ad Science Partnership
TikTok has extended its partnership with Integral Ad Science (IAS) to include 23 new regions and New Zealand is one of them. This expanded partnership aims to provide independent validation for TikTok advertisers regarding the performance and positioning of their ad campaigns within the app.
IAS specialises in auditing and verifying advertising systems to ensure they meet their advertised claims pertaining to performance, reach, and brand safety. The recent expansion primarily focuses on offering insights into ad placement to ensure that ads are not associated with inappropriate content.
IAS introduces its cutting-edge AI-driven solution, Total Media Quality for TikTok, which delivers unique insights by meticulously analysing video content frame by frame, including images, audio, and text. It even possesses the capability to interpret semantics. This level of granularity empowers advertisers to effectively monitor the quality of their media purchases on TikTok, giving them confidence that their ads are displayed alongside brand-safe and appropriate content.
This development grants brands an additional means to optimize ad placement while comprehending and tracking more specific performance parameters for their campaigns. TikTok initially established its partnership with IAS in September of last year and subsequently expanded it in May with additional components for viewability and traffic qualification.
Now, advertisers in an expanded set of regions can benefit from the same advantages by integrating IAS into their media buying processes, gaining deeper insights into the performance of their TikTok ads. This step holds significant importance for TikTok and other social applications, as it bolsters the qualification and assurance provided to advertising partners.
IAS's brand safety and suitability measurement services across the TikTok platform are now accessible in Argentina, Brazil, Chile, Colombia, Indonesia, Ireland, Israel, Italy, Japan, Malaysia, Mexico, Netherlands, New Zealand, Peru, Philippines, Poland, South Africa, Spain, Sweden, Taiwan, Thailand, Turkey, and Vietnam, in addition to the regions where they were already active.
For more information on the latest expansion of TikTok's partnership with IAS, please refer to the official announcement here.