IAS Upgrades TikTok Quality Measurement

In New York, Integral Ad Science (IAS) has expanded its Total Media Quality (TMQ) coverage for TikTok into four new ad formats.

IAS' platform provides detailed and enriched data helping to ensure that ads are 'seen by real people in safe and suitable environments', while improving return on spend for advertisers and yield for publishers. The company was acquired in the fall by Canada-based private equity firm Novacap, in an all-cash transaction valuing it at around $1.9 billion.

TMQ combines frame-by-frame analysis of images, audio and text to promise accurate classification of content at scale, compilation of informed pre-bid content block and allow-lists, and holistic performance measurement, to help advertisers optimize their investment and target engaged audiences in safe environments. The four new formats are Search Ad Campaigns, Upgraded Campaign Creation Experience for Brand & Smart+ Traffic Objectives, GMV Max (US), and TikTok Lite (US). IAS says this gives it the most comprehensive media quality measurement on the platform.

IAS Chief Exec Lisa Utzschneider (pictured) comments: 'We are proud to expand our collaborative partnership with TikTok by offering trusted independent measurement for their most performant ad formats. 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.'

The company is online at www.integralads.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.