TikTok partners with DoubleVerify and IAS for better ad measurement and brand safety

On the heels of reaching 1 billion monthly active users globally, TikTok announced new partnerships and ad products for advertisers. TikTok announced a partnership with DoubleVerify for viewability, fraud and ad viewability reports, and Integral Ad Science to launch a brand safety solution for in-feed video ads.

Through Double Verify Pinnacle, a unified reporting and services platform, advertisers will have access to measurement data and insights to optimize TikTok campaigns. 

“We’re excited to work with a leading verification and industry authority partner, like DoubleVerify” said Melissa Yang, Head of Ecosystem Partnerships, TikTok. “Transparency is key when it comes to building strong relationships with brands. Partnering with DoubleVerify will allow our advertisers the in-depth insight they need on invalid traffic and viewability to confidently evaluate and validate campaign effectiveness on TikTok.”

DoubleVerify and TikTok are actively working to expand their viewability offering to other ad formats and will launch additional media quality solutions in the coming months. 

The social media company has also announced a partnership with Integral Ad Science (IAS) to launch a brand safety solution for in-feed video ads on TikTok. Using IAS pre-bid targeting, advertisers can now determine whether their brand is running against brand-safe content. The technology uses frame-by-frame video, audio, and text classification to determine which content is brand-safe according to GARM standards.

“With increased engagement and ad spend on social platforms, our innovative brand safety solution now offers marketers greater transparency and precision for their campaigns on TikTok,” said Lisa Utzschneider, CEO, IAS. “By partnering with TikTok, we’re delivering unique and sophisticated technology that marketers need to keep up with this dynamic platform and protect their brand’s reputation.”

According to SensorTower, in the first half of 2021, TikTok generated an estimated $919.2 million in consumer spending. Trying to boost its advertising revenue and reaching 1 billion monthly active users, the company continues to announce new products and partnerships without slowing down. Introducing the ‘Promote’ ad option at the end of August, TikTok announced its Mediaocean partnership in mid-September.

In August, the company announced a partnership with Canva to facilitate creative advertising for small businesses, and again in July with Vimeo to help small businesses drive success with video ads.

Written by Maya Robertson

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