IAS expands TikTok partnership to include brand safety on Pangle
Integral Ad Science (IAS), the global media measurement and optimization platform, has expanded its collaboration with TikTok Pangle, introducing new Brand Safety features alongside Viewability and Invalid Traffic (IVT) measurement for advertisers. The integration enhances transparency and control for brands investing across TikTok’s ad network for business.
TikTok Pangle connects advertisers to more than 380,000 global apps, reaching 2.9 billion daily active users through app-based inventory. The partnership enables advertisers to use IAS’s AI-driven Total Media Quality (TMQ) for post-bid measurement on TikTok together with IAS’s Post-Bid Measurement for TikTok Pangle, providing a more consistent and verifiable view of campaign performance across the platform ecosystem.
Broader transparency for advertisers on TikTok Pangle
The integration builds on IAS’s Social Optimization offerings for TikTok, designed to help advertisers gain greater insight and assurance over where their ads appear.
Lisa Utzschneider, CEO, IAS: “Our advertisers greatly value IAS’s scaled solutions on TikTok. These new Brand Safety features provide advertisers across the globe access to independent and trusted, third-party measurement across TikTok's offerings, including Pangle's hundreds of thousands of global apps. IAS is committed to providing brands with greater transparency wherever they allocate digital media spend so they can scale campaigns with confidence.”
Expanding global coverage and verification
IAS’s Post-Bid Measurement for TikTok Pangle includes:
Expanded Total Media Quality coverage: measurement of Viewability, Invalid Traffic and Brand Safety across TikTok Pangle, in addition to TMQ for TikTok’s For You Feed, Profile Feed, Following Feed, Search Feed and TikTok Lite (in supported markets).
Global reach: support for TikTok Pangle advertising inventory across more than 380,000 apps, reaching audiences in APAC, EMEA and Latin America.
Independent verification: ensuring ads appear alongside brand-safe mobile apps in line with industry standards.
Strengthening a long-term partnership
The announcement extends IAS’s ongoing collaboration with TikTok, which began in 2021 with the launch of a pre-bid optimization solution. In April, IAS expanded its Social Optimization capabilities on TikTok to include pre-bid Video Exclusion Lists, giving advertisers greater control over their media environments.
Follow Marketing Report on LinkedIn
Subscribe to the Marketing Report Newsletter
Send us your press releases, columns, interviews…
Join Marketing Report in our LinkedIn Groups
