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Share on XAs advertisers continue to scale investment on TikTok, ensuring transparency and control across evolving ad formats is critical. With a global community of more than 1 billion users and expanding performance solutions, TikTok presents significant opportunity, alongside the need for trusted, independent measurement.
Introducing Expanded Total Media Quality Coverage on TikTok and TikTok Lite
Integral Ad Science is expanding its Total Media Quality (TMQ) coverage to TikTok Lite and TikTok’s performance-driven ad formats: Search, Upgraded Campaign Creation Experience for Brand & Smart+ Traffic Objectives, and GMV Max. This expansion provides advertisers with comprehensive media quality measurement across these solutions.
IAS’s TMQ combines image, audio, and text analysis to classify content at scale, delivering video-level insights. By leveraging AI-driven multimedia technology, IAS provides independent measurement that helps advertisers protect brand equity while scaling campaigns with confidence.
“We are proud to expand our collaborative partnership with TikTok by offering trusted independent measurement for their most performant ad formats,” said Lisa Utzschneider, CEO of IAS. “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.”
What This Expansion Includes
Search Ad Campaigns IAS introduces protection for the TikTok Search Results Page, one of the platform’s highest-intent environments, unlocking measurement for Search Ads Campaigns and Automatic Search Placements for traffic & performance objectives. By combining TikTok’s first-party pre-bid brand safety controls with IAS’s third-party post-bid measurement for suitability, viewability, and invalid traffic (IVT), advertisers gain increased transparency and performance.
Upgraded Campaign Creation Experience (Brand & Smart+ Traffic) TikTok’s AI-enabled, automated optimization tool now includes IAS measurement. Advertisers can now adopt the upgraded Smart+ experience with confidence by integrating independent brand safety and suitability directly into the buying flow.
GMV Max (US Only) Specifically designed to maximize Gross Merchandise Value (GMV) by identifying the best products, creatives, and placements for conversions. This new integration provides TikTok Shop sellers with IAS post-campaign suitability insights for GMV Max for automated, commerce-driven campaigns. This allows advertisers to optimize returns while maintaining rigorous brand-specific safety and transparency standards.
TikTok Lite (US Only) IAS also introduces brand safety and suitability measurement for TikTok Lite, the version of the app optimized for devices with limited storage or slower connectivity. This ensures advertisers maintain consistent measurement and independent transparency as TikTok’s reach extends to new audience segments and device types.
Supporting Scalable, Transparent Growth
This expansion strengthens IAS’s global coverage across TikTok by combining independent measurement with platform controls. Through frame-by-frame analysis of video, audio, and text, IAS delivers detailed content insights alongside performance measurement.
By extending TMQ across TikTok’s performance formats, IAS continues to provide advertisers with consistent, transparent measurement, supporting confident investment and scalable growth across the platform.
Ready to learn more? Connect with an IAS representative to discover how Integral Ad Science can help you drive performance with trusted, independent measurement across TikTok.
