• by Colin Kirkland , April 14, 2025

By leveraging IAS’s artificial intelligence (AI)-powered brand suitability technology, advertisers are now able to exclude unsuitable content on a frame-by-frame basis across all videos on TikTok. 

According to IAS, pre-bid “Video Exclusion Lists” are paired with TikTok’s inventory filter and are based on brand-specific needs, allowing advertisers to meet individual brand suitability and contextual requirements in their TikTok ad placements. 

Participating brands will be utilizing IAS-powered brand safety and suitability, viewability and invalid traffic (IVT) detection across more than 75 markets and 30 languages. The media measurement company says that this new solution will create “a closed-loop” on TikTok, driving higher media efficiency and returns for advertisers by reducing ad spend waste. 

In addition, advertisers will now be able to create custom suitability profiles to block content that does not align with their brand, while pairing IAS’s post-bid reporting suite – TMQ for TikTok -- with social optimization tech to aid global content coverage. 

Most notably, brands can classify TikTok’s video content through frame-by-frame analysis, combining image, audio and text signals. 

Integral Ad Science first partnered with TikTok in 2021, launching a pre-bid optimization product, then expanded its TikTok offerings last year to additional markets, adding new products, including Category Exclusion and Vertical Sensitivity, which further aimed to ensure campaigns appear beside suitable content on the ByteDance-owned social platform. 

This new product launch within the partnership comes shortly after the White House failed to reach a deal to sell off or ban TikTok in the United States, ensuring the social media app’s existence in the region for at least another 75 days until a decision is reached.