Integral Ad Science (IAS), a global pioneer in digital media quality, said that its agreement with TikTok will now include additional services. IAS will now be able to evaluate viewability, invalid traffic (IVT), and app-level brand safety, in addition to the IAS Brand Safety Solution which was announced last September, allowing brands and agencies throughout the world to efficiently manage the quality of their media buys on TikTok's platform. With these, advertisers will be able to validate the efficacy of their TikTok ads using third-party data.
According to Integral Ad Science:
“IAS will now provide advertisers with trusted, third-party measurement powered by the Open Measurement Software Development Kit (OM SDK), giving marketers ultimate transparency and confidence around campaign performance. Governed by the IAB, with IAS being a founding member, the OM SDK is designed to facilitate transparent third-party viewability and verification measurement for ads served to mobile apps and open web environments.”
IAS' 'Signal UI' will also give granular reporting, allowing marketers to take fast action and stay up to date on campaign results in real-time.
“By partnering with IAS, marketers now have access to an increasingly comprehensive set of solutions to manage their advertising campaigns on TikTok.”
Third-party verification is an important step in ensuring advertisers get the most out of their campaigns, as it aids in planning, KPIs, and measurement. This will be a key step forward for TikTok's broader ad program, encouraging more advertisers to spend even more money on TikTok commercials, with the added authentication allowing for more types of measurement and tracking to maximize performance.