Integral Ad Science Expands Brand Safety Partnership With TikTok
Integral Ad Science and TikTok, a global leader in digital media quality, has expanded their existing partnership with TikTok. In addition to the IAS, Brand Safety Solution launched last September, IAS will now be able to measure viewability, invalid traffic (IVT), and app-level brand safety, allowing brands and agencies globally to effectively monitor the quality of their media buys on TikTok’s platform.
The company said advertisers will now be able to verify the performance of their TikTok campaigns, with trusted third-party measurement powered by the Open Measurement Software Development Kit (OM SDK). The OM SDK is governed by IAB and designed to facilitate transparent third-party viewability and verification measurement for ads served to mobile apps and open web environments.
Additionally, IAS will provide advertisers with granular campaign performance reporting 24 x 7 via its ‘Signal UI’, which will assist them to take immediate action and remain informed on campaign performance in real-time. Third-party verification is key to ensuring advertisers are getting the most out of their campaigns. This facilitates planning, KPIs, and measurement.
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And That’s What They Said
Lisa Utzschneider, CEO, IAS said,
“We are excited to offer marketers an increasingly comprehensive set of IAS Media Quality Solutions to manage their advertising campaigns on TikTok. It is more important than ever for marketers to engage with users on social platforms and ensure that their ads appear next to brand safe & suitable content on a global scale. We are thrilled to deliver a holistic solution on TikTok and provide new levels of transparency and precision for these campaigns.”
Melissa Yang, Head of Ecosystem Partnerships, TikTok added,
“We’re thrilled to build on our partnership with IAS and introduce new solutions that give brands the confidence to scale their businesses and audiences on TikTok. Through this expansion, brands and advertisers around the world will have access to IAS viewability and invalid traffic measurement tools to monitor the quality of their campaigns on our platform. We’re excited to see how this will usher in new levels of transparency and success for our clients.”
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