The IAS TikTok brand-safety offering will provide marketers with heightened transparency and granular controls over their ads that appear alongside brand-suitable content.
This pre-bid solution, which targets "brand safety," gives advertisers the ability to select IAS within TikTok directly.
The frame-by-frame video, audio, and text classification technology was engineered by IAS to process a high volume of videos across worldwide, in-feed social platforms.
Developments like these will likely give advertisers more confidence while running ads within TikTok's “For You Feed.”
This may be crucial at a time when Facebook (with its 2.89 monthly active users) and YouTube (with its 2 billion active monthly users) are being called out for brand-damaging and misinformation policies.
“We're excited to announce our partnership with IAS,” says Melissa Yang, head of ecosystem partnerships at TikTok. “Our work together ensures that brands' campaigns run adjacent to verified content on TikTok. Our advertisers care deeply about the environment in which their ads appear. With this partnership, we continue to empower and equip them with additional brand safety controls and tools that they need to reach audiences safely and securely.”
“This partnership between TikTok and IAS is great news for us,” says Céline Largy, head of media, L'Oréal France. “TikTok is an important media partner and being able to ensure optimal brand safety is critical as we scale our digital media investment. We are glad to have participated in the beta program and look forward to the future.”