IAS expands media quality coverage across TikTok

The expansion aims to help advertisers improve brand safety, assess media quality and optimise campaign performance across the growing digital ecosystem.

Integral Ad Science (IAS) has expanded its Total Media Quality (TMQ) coverage across TikTok, CapCut and Lemon8, extending independent media quality measurement to additional advertising formats and platforms.

The development builds on IAS's partnership with TikTok, which began in 2020, and reflects the expansion of advertising opportunities across video, search, commerce and creator-led content.

IAS extends media quality measurement to TikTok formats

The expanded coverage introduces measurement capabilities across several TikTok advertising products and placements, including TopView, GMV Max, Image and Carousel Ads, Search for Brand Auction and TikTok Lite in Asia-Pacific (APAC).

For TopView, IAS is extending its existing Viewability and Invalid Traffic (IVT) measurement to include Brand Safety and Suitability coverage. TopView is TikTok's full-screen advertising format displayed when users open the app. Advertiser access to the expanded measurement is subject to eligibility.

GMV Max, TikTok Shop's automated advertising solution, is now covered globally. The integration gives advertisers greater visibility into shopping ad placements and helps them maintain brand safety and suitability as campaign spending increases.

IAS is also extending measurement to static image and carousel advertisements, providing reporting across both video and non-video inventory.

Search and TikTok Lite receive expanded coverage

The expansion also includes Search for Brand Auction, extending Search Results Page measurement to Brand Auction objectives through Automatic Placements. Advertisers can measure placements across Search Feed and Search Results Page inventory throughout TikTok's search environment.

In APAC, IAS is extending its coverage to TikTok Lite, a version of the platform designed for devices with limited storage capacity or slower internet connections. The integration aims to maintain consistent media quality measurement as TikTok reaches additional audiences and device types.

IAS extends measurement to Lemon8 and CapCut

Beyond TikTok, the expanded coverage includes Lemon8 and CapCut, extending independent media quality measurement to additional platforms within TikTok's wider ecosystem.

Lemon8, a lifestyle and discovery platform, will receive coverage designed to help advertisers maintain consistent Brand Safety and Suitability standards across shopping and interest-based content environments.

For CapCut, an AI-powered video and photo editing platform, the integration extends media quality measurement to an environment where creator-generated content and brand engagement increasingly intersect.

IAS strengthens its partnership with TikTok

Lidiane Jones, CEO, IAS: "TikTok continues to evolve rapidly, creating new opportunities for advertisers to engage consumers across a growing range of experiences. Our role is to ensure advertisers have trusted, independent measurement wherever they invest. With expanded Total Media Quality coverage across TikTok and CapCut's premium and emerging surfaces, advertisers can protect their brands, reduce waste, and scale with confidence.”

IAS uses AI-powered multimedia technology to analyse video, audio, text and images at scale. The platform provides advertisers with independent measurement intended to support media quality decisions, reduce advertising waste and improve campaign performance.

The expansion further extends IAS's coverage across TikTok advertising solutions and formats, supporting advertisers as the platform's global community of more than one billion users engages with a broader range of content and commercial experiences.

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