TikTok Expands Media Brand Safety To More Countries With New IAS Products

TikTok is continuing to expand its partnership with global measurement platform Integral Ad Science (IAS) by offering brand-safety services to an additional 11 countries and including new products intended to help advertisers on the social video-sharing app simplify campaign measurement while avoiding a wider range of content unsuitable to their brand.

Integral Ad Science says the third-party reporting solution it is bringing to TikTok includes Category Exclusion and Vertical Sensitivity, which aim to ensure that ad campaigns appear next to suitable content aligned to the new segments available within TikTok Ads Manager -- covering categories from pets, beauty, food and fashion to gambling, violent video games and youth-oriented content.

In addition, with Automated Suitability Profiles, the new segments will automatically be applied within IAS Signal ––  a unified reporting platform delivering data and insights to help advertisers manage their campaigns -- for measurement. To enhance insight quality, the profiles advertisers create in TikTok Ads Manager will now be aligned with the reporting in IAS’s Custom Report Builder as well, including campaign name, ad group, objective type and ad buying type.

To help advertisers scale their brand on TikTok, these tools also make use of IAS's AI-driven Total Media Quality (TMQ) product, which the company says combines image, audio and text signals with frame-by-frame analysis to accurately classify content in the TikTok feed, at scale, aligned to 12 GARM brand safety and suitability categories.

Integral Ad Science first partnered with TikTok in 2021 and has continued to extend the reach of services across the globe.

IAS is now expanding its AI-driven brand safety and suitability measurement on TikTok to an additional 11 countries including Bangladesh, Cambodia, Costa Rica, Denmark, Dominican Republic, Finland, Greece, Guatemala, Hungary, Norway, and Panama. These additions bring the total number of countries supported by IAS to 62.

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