In a bid to strengthen its commitment to brand safety and advertiser trust, TikTok has announced the expansion of its partnership with Integral Ad Science (IAS), a leading global provider of ad system auditing and confirmation services. The expansion will see the IAS brand safety and suitability measurement extended to 23 additional regions, providing TikTok marketers with independent assurance regarding the performance and placement of ad campaigns within the app.
IAS leverages cutting-edge artificial intelligence (AI) technology to offer exclusive insights into video content. This involves a meticulous frame-by-frame examination of images, audio, and text, along with semantic interpretations. Through these analyses, marketers gain the ability to monitor their media effectively buys on TikTok. As a result, brands can be confident that their ads appear alongside content that aligns with their guidelines and is suitable for showcasing their offerings.
Originally announced in September 2020, the partnership between TikTok and IAS has grown, with an expansion in May 2021 that added new viewability and traffic qualification elements. The latest expansion aims to benefit advertisers in various regions, including 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. These regions will join those already under the purview of IAS, ensuring more brands can access the insights provided by the IAS-TikTok partnership.
The collaboration with IAS is a significant step for TikTok in delivering qualification and assurance to ad partners. As the platform garners more attention from marketers worldwide, the need for reliable, independent verification of ad performance and brand safety becomes paramount. By working alongside IAS, TikTok aims to maintain and enhance its advertiser trust and ensure the longevity and success of its ad platform.
In conclusion, TikTok's decision to expand its partnership with Integral Ad Science reflects the platform's dedication to brand safety and performance transparency. By providing advertisers with independent assurance and sophisticated AI-driven insights, TikTok is poised further to cement its position as a leading advertising platform. Marketers from all corners of the globe can leverage the IAS brand safety and suitability measurement to ensure their campaigns reach the right audiences in a way that accurately represents their brand values.