Brands love the engagement of TikTok, but the lingering fear of their pristine ads appearing next to a questionable dance trend keeps many a chief marketing officer awake at night.
Enter Integral Ad Science, which has just expanded its Total Media Quality (TMQ) coverage across the platform to make sure those ad dollars land exactly where they should.
The global media quality player has extended its measurement capabilities to cover four new ad formats on the short-form video giant. This latest rollout includes Search Ad Campaigns, the upgraded campaign creation experience for Smart+ traffic, GMV Max, and TikTok Lite.
Catching users in the search bar
Perhaps the most significant addition is the coverage of Search Ads Campaigns. With younger generations increasingly treating TikTok as their primary search engine, the search results page has become high-value real estate.
IAS now combines the first-party controls of TikTok with its own third-party measurement for viewability, invalid traffic, and brand suitability.
The expansion also integrates independent brand safety directly into the buying flow for the AI-enabled Smart+ experience. This allows global advertisers to adopt the automated optimisation tools of the platform without simply crossing their fingers and hoping for the best.
Chief executive officer of IAS Lisa Utzschneider highlighted that the partnership gives brands the transparency they crave. “We are proud to expand our collaborative partnership with TikTok by offering trusted independent measurement for their most performant ad formats,” Utzschneider said.
Chief executive officer of IAS Lisa Utzschneider. Image: file
Scrubbing the commerce side
Utzschneider noted the expansion allows advertisers to protect their brand equity while still chasing massive scale. “By extending our Total Media Quality coverage across these new formats, we are providing advertisers with the transparency and granular insights they need to protect their brand equity, so they can use media quality signals to unlock greater performance across one of the world’s largest short-form video and creator platforms,” she added.
For the commerce crowd, IAS is rolling out measurement for GMV Max. The advertising tool is designed to maximize gross merchandise value for TikTok Shop sellers.
While currently restricted to the US market, the integration provides post-campaign suitability insights to ensure product-pushing campaigns remain brand safe.
The US market also receives brand safety measurement for TikTok Lite, the app version optimised for devices with limited storage or slower connections.
By analysing video, audio, and text frame-by-frame, IAS aims to give advertisers the confidence to scale their global presence across a user base of more than one billion people.
For the first time, marketers can confidently invest in TikTok’s highest-intent environments, including Search Ads and commerce tools like GMV Max, with the protection of IAS’s AI-driven, frame-by-frame analysis.
Feature Image: supplied.