TikTok just announced an expansion of its partnership with ad data verification and auditing service Integral Ad Science, which will see IAS expand its TikTok ad measurement to now cover viewability, invalid traffic (IVT), and app-level brand safety, providing more ways for brands and agencies to more effectively measure the results of their TikTok ads.
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Integral Ad Science explains:
“IAS will now provide advertisers with trusted, third-party measurement powered by the Open Measurement Software Development Kit (OM SDK), giving marketers ultimate transparency and confidence around campaign performance. Governed by the IAB, with IAS being a founding member, the OM SDK is designed to facilitate transparent third-party viewability and verification measurement for ads served to mobile apps and open web environments.”
To put it simply, advertisers can now verify the performance of their TikTok campaigns with third-party assurance on whatever results data they’re viewing. IAS will also provide ‘granular’ reporting via its ‘Signal UI’, which enables advertisers to make immediate action and stay informed in real-time about their campaign performance.
“By partnering with IAS, marketers now have access to an increasingly comprehensive set of solutions to manage their advertising campaigns on TikTok.”
TikTok first announced this new partnership with IAS last September, along with a similar partnership with Zefr, providing more assurance on ad placement and performance. As it stands, third-party verification is a critical step to ensure advertisers are getting value for their campaigns, which assists in planning, setting KPIs, measurement, and more.
This partnership extension comes at a very opportune time for TikTok, given the current pressures that it faces in regards to providing its creators with more ways to monetize their content and efforts. Since short-form content, in general, doesn’t really spell well for ad placement, TikTok needs to explore every possibility, which it might just do now that it has the prolonged support of IAS. A short-form ad loophole might yet be found, spelling only good news for the world’s most popular app.
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This is another important step for TikTok’s broader ad program, encouraging more advertisers to spend even more on TikTok ads, now enhanced with the added verification allowing for more forms of measurement and tracking to further optimize performance.
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