DoubleVerify deepens TikTok push amid US$2.15 billion Nielsen deal

DoubleVerify has expanded its independent media quality measurement to TikTok Pangle across 48 markets, including Australia.

The move gives advertisers brand suitability and viewability measurement across Pangle’s mobile app inventory. It comes a week after Nielsen agreed to acquire DoubleVerify in a US$2.15 billion deal.

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Pangle is TikTok’s mobile app advertising network and is accessible through TikTok Ads Manager. According to TikTok, the network connects advertisers with more than 400,000 apps globally.

What advertisers can measure

Through the expanded integration, advertisers can assess whether their ads appeared within apps that meet their brand suitability requirements. DV will also measure viewability across video ad placements on Pangle.

Campaign reporting and insights will be available through DV Pinnacle, the company’s unified analytics and reporting platform.

Steven Woolway, Executive Vice President of Business Development at DoubleVerify, said: “Adding support for Pangle is an exciting milestone in DV’s partnership with TikTok.

“This partnership enables brands to drive quality reach across their mobile app advertising and helps them protect brand equity across a broad range of markets.”

DV builds out its TikTok offering

The Pangle expansion follows another move by DoubleVerify to broaden its TikTok capabilities in June. DV expanded its Authentic AdVantage product to TikTok and Meta, combining pre-bid media quality protection, AI-powered campaign optimisation and independent measurement.

TikTok has more than 10 million users in Australia. The local market is among 48 covered by the new Pangle measurement rollout, alongside the United States, Canada, Japan, South Korea, Singapore and several other markets across Asia Pacific, Europe, the Middle East, Africa and Latin America.

The expansion also lands as DoubleVerify prepares for a change in ownership. Nielsen announced on 6 August that it would acquire DV for approximately US$2.15 billion, with the transaction expected to close by the first quarter of 2027, subject to shareholder and regulatory approvals.