• by Colin Kirkland , June 16, 2023

TikTok has expanded its partnership with global media-measurement platform Integral Ad Science (IAS) to 23 new markets, ushering in brand safety and suitability measurement for additional marketers placing campaigns in the Byte Dance-owned app.

TikTok first announced its partnership with IAS last September, focusing on assuring advertisers that their ads would appear alongside brand-suitable content in the “For Your Feed.”

By embedding IAS access directly in the app, advertisers were also better able to understand and track their campaign’s overall performance.

TikTok's global head of measurement and data partnerships Chen-Lin Lee said in a recent statement that in furthering its partnership with IAS the social media platform aims to “ensure video-level transparency in dozens of languages and countries” while providing brands with transparency and confidence in presenting their messages in safe environments.

Marketers running TikTok campaigns in the added regions will be utilizing IAS’s Total Media Quality measurement product, an AI program, to provide insight into video content through frame-by-frame analysis of images, audio, and text -- even semantics, according to the company.

The coverage by IAS reflects the ever-growing popularity of TikTok worldwide and the demand from marketers to have the actionable data to deliver the best possible returns on their advertising spend, the company added.

Total Media Quality measurement will now be available in Argentina, Brazil, Chile, Colombia, Indonesia, Ireland, Israel, Italy, Japan, Malaysia, Mexico, Netherlands, New Zealand, Peru, Philippines, Poland, South Africa, Spain, Sweden, Taiwan, Thailand, Turkey, and Vietnam.

This builds on the original markets where IAS and TikTok have already partnered, including Australia, Canada, France, Germany, Singapore, the United Kingdom, and the United States.