Integral Ad Science (IAS) has added a post-bid brand safety and suitability measurement solution to its ongoing partnership with TikTok.
With the new tools, IAS is able to provide end-to-end support for marketers on TikTok with a solution that includes pre-bid and post-bid safety solutions, in addition to viewability and invalid traffic measurement.
This allows brands and agencies to monitor the quality of their media buys on TikTok. As a result, this will give advertisers confidence that their media investments on the platform are appearing next to content that is brand-safe and suitable – ending up next to an adults-only comedy sketch, for example, could be a nightmare for some brands.
“We are excited to continue to grow our partnership with TikTok and provide valuable tools that allow brands to make the most of their pre-bid and post-bid campaigns,” said Lisa Utzschneider, CEO, IAS.
“As one of the largest video platforms, offering a holistic solution for advertisers planning their digital ad campaigns with the platform is more important than ever.”
IAS says that the post-bid brand safety measurement offering will provide “trusted, third-party measurement,” giving advertisers campaign insights of the content ads appeared adjacent to.
Advertisers will also get industry-aligned safety and suitability measurement in line with Global Alliance for Responsible Media (GARM) categories and floor. What’s more, advertisers will also get access to IAS’ artificial intelligence and machine learning brand safety technology, which combines video, audio, and text to accurately classify content on the feed at scale.
“At TikTok, we work to build the most dependable and trusted environment for brands, one that is based on accountability, safety and transparency. We are excited to strengthen our collaboration with IAS and provide pre- and post-bid brand safety solutions to companies of all sizes. With IAS on board, our brands will have the confidence they need to protect their brand reputation as they ensure brand safety and suitability.” Brett Armstrong, General Manager, TikTok Australia.
“Bringing IAS on board as a global brand safety and suitability measurement partner will give our brands the confidence they need to ensure they are protecting their brand reputation.”
