Integral Ad Science (IAS), has expanded its Total Media Quality (TMQ) coverage for TikTok. This expansion into four new ad formats, including Search Ad Campaigns, Upgraded Campaign Creation Experience for Brand & Smart+ Traffic Objectives, GMV Max (US), and TikTok Lite (US) ensures IAS provides comprehensive coverage for media quality measurement on the platform.
IAS’s TMQ combines image, audio, and text to accurately classify content at scale, with video-level insights available. As TikTok continues to grow its global community of more than 1 billion users, IAS is empowering advertisers to maximize their ad investments and achieve greater scale with confidence; leveraging media quality as an engine for growth, ensuring their messages reach highly engaged audiences and appear in safe and suitable environments across TikTok’s diverse and evolving formats.
“We are proud to expand our collaborative partnership with TikTok by offering trusted independent measurement for their most performant ad formats,” said Lisa Utzschneider, CEO of IAS. “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.”
IAS’s expanded coverage for TMQ across TikTok’s performance formats includes:
Search Ads Campaigns: Introduces protection for TikTok’s Search Results Page Placement, one of its most discoverable and highest intent environments, for the first time. By combining TikTok’s first-party pre-bid brand safety controls with IAS’s independent third-party post-bid suitability, viewability, and invalid traffic (IVT) measurement, advertisers can now unlock even greater transparency and performance on TikTok Search Ads Campaigns and Automatic Placements for Traffic and Performance objectives. Available globally.
Upgraded Campaign Creation Experience (Brand & Smart+ Traffic): TikTok’s AI-enabled, automated optimization tool. With IAS measurement, global advertisers are able to adopt the upgraded Smart+ experience with confidence by integrating IAS’s independent brand safety and suitability directly into the buying flow. Available globally.
GMV Max: TikTok’s advertising tool designed to maximize Gross Merchandise Value (GMV) to pick the best products, creatives and placements for increased conversions. This new integration provides TikTok Shop sellers combined pre-campaign, first-party controls and IAS post-campaign suitability insights for GMV Max for automated, commerce-driven campaigns, allowing advertisers to confidently optimise returns while maintaining brand-specific safety, suitability and transparency standards.
TikTok Lite: IAS also introduces brand safety and suitability measurement for TikTok Lite, its version optimized for devices with limited storage or slower connectivity. This expansion ensures advertisers maintain consistent measurement and independent, third-party transparency as TikTok’s reach extends to new audience segments and device types. Currently available US only.
This expansion further consolidates IAS’s global coverage on TikTok, offering optimisation and measurement. By leveraging IAS’s AI-driven multimedia technology, analysing video, audio, and text frame-by-frame, that provides the industry’s deepest content analysis informing trusted, independent pre-bid content block and allow-lists, combined with holistic performance measurement, advertisers can confidently scale their TikTok presence globally.
