Integral Ad Science (IAS), a global leader in media quality, has announced a significant expansion of its Total Media Quality (TMQ) coverage for TikTok, extending measurement capabilities across four additional ad formats, including Search Ad Campaigns.
The expansion covers TikTok’s Search Ad Campaigns, Upgraded Campaign Creation Experience for Brand and Smart+ Traffic objectives, GMV Max (US), and TikTok Lite (US), positioning IAS to deliver one of the industry’s most comprehensive suites for media quality measurement across the platform.
IAS’s TMQ solution integrates image, audio, and text analysis to classify content at scale, offering video-level insights that enable advertisers to better align placements with brand safety and suitability standards. As TikTok’s global community continues to surpass one billion users, the expanded coverage aims to help marketers maximize performance while maintaining control over where and how their messages appear.
Lisa Utzschneider, CEO of IAS, emphasized the importance of transparency and independent measurement in today’s fragmented media landscape. She noted that extending TMQ across TikTok’s high-performing formats allows advertisers to safeguard brand equity while leveraging media quality signals to drive stronger campaign outcomes.
The expanded capabilities introduce measurement across TikTok’s Search Results Page Placement for the first time, combining the platform’s first-party pre-bid controls with IAS’s third-party post-bid verification, including suitability, viewability, and invalid traffic (IVT) metrics. Advertisers using TikTok’s AI-powered Smart+ campaign tools can now integrate IAS measurement directly into the buying process, enhancing confidence in automated optimization.
For commerce-driven campaigns, IAS has also integrated with TikTok’s GMV Max solution, enabling advertisers to pair pre-campaign controls with post-campaign insights to optimize conversions while maintaining brand safety standards. Meanwhile, the addition of TikTok Lite ensures consistent measurement across devices with limited storage or connectivity, expanding transparency to emerging user segments.
Powered by AI-driven multimedia analysis that evaluates video, audio, and text frame-by-frame, IAS’s technology supports deeper content classification and more precise campaign optimization. The latest expansion reinforces IAS’s commitment to providing advertisers with scalable, independent measurement tools as TikTok’s ad ecosystem continues to evolve globally.
