IAS Expands Social Optimization for TikTok with Launch of Pre-Bid Video Exclusions
Rhea-AI Summary
Integral Ad Science (IAS) has expanded its Social Optimization for TikTok by introducing pre-bid Video Exclusion Lists. This enhancement allows advertisers to have greater control over their brand-suitable ad placements on the platform.
The new feature works in conjunction with TikTok's Inventory Filter, offering pre-bid granular exclusions powered by IAS's multimedia technology. Advertisers can combine this with IAS's AI-driven Total Media Quality (TMQ) for post-bid measurement, accessing Brand Safety and Suitability, Viewability, and Invalid Traffic detection across 75+ markets in 30+ languages.
Key features include: enhanced customization for brand-specific needs, inventory filter support, comprehensive global coverage, easy activation through IAS Signal, and frame-by-frame analysis using AI-driven Multimedia Technology.
Positive
- Expansion into 75+ markets with support in 30+ languages indicates strong market penetration
- Partnership with TikTok strengthens IAS's position in social media advertising
- Enhanced product offering provides additional revenue stream
- AI-driven technology enables scalable content classification
Negative
- None.
Insights
IAS's expansion of Social Optimization for TikTok represents a strategic product enhancement that strengthens the company's position in the rapidly evolving social media measurement landscape. By adding pre-bid Video Exclusion Lists to its TikTok offerings, IAS addresses a critical pain point for advertisers: ensuring brand safety on user-generated content platforms.
This development creates a closed-loop solution by combining pre-bid optimization with post-bid measurement through Total Media Quality. The enhanced offering now provides frame-by-frame analysis using AI to examine image, audio, and text signals - a technically sophisticated approach that demonstrates IAS's technological capabilities in content classification.
The expansion to 75+ markets with 30+ language support positions IAS to capture revenue from TikTok's global advertising growth. This builds upon their initial 2021 partnership and October 2024 expansion, showing continuous development of the relationship.
For investors, this represents incremental growth potential through deeper integration with one of digital advertising's fastest-growing platforms. The validation from TikTok's Global Head of Product Partnerships indicates strong platform support, suggesting potential for continued collaboration and product integration.
While financial impact details aren't provided, this enhancement should help IAS capture more value from advertisers seeking sophisticated brand safety controls on TikTok, potentially increasing both customer acquisition and retention in this growing segment of digital ad spending.
New IAS Features Empower TikTok Advertisers with Enhanced Control Over Brand-Suitable Ad Placements
Paired with TikTok's Inventory Filter, advertisers applying pre-bid Video Exclusion Lists benefit from pre-bid granular exclusions, powered by IAS's multimedia technology, and based on brand-specific needs. This expansion ensures advertisers can meet individual brand suitability and contextual requirements across their ad placements on TikTok.
Advertisers can now couple Social Optimization with IAS's AI-driven Total Media Quality (TMQ) for post-bid measurement on TikTok, to leverage IAS's best-in-class Brand Safety and Suitability, Viewability, and Invalid Traffic (IVT) detection across a total of 75+ markets with support in more than 30 languages. Together, IAS optimization and measurement solutions create a closed-loop on TikTok, enabling greater media efficiency and returns for advertisers spending on the platform.
"We are excited to expand our TikTok partnership with the global availability of Video Exclusion Lists, which will further drive performance for advertisers," said Lisa Utzschneider, CEO of IAS. "Utilizing our technology, advertisers can reach TikTok's rapidly growing audience while reducing waste and driving higher returns on their ad spend."
IAS's expansion of Social Optimization for TikTok provides global advertisers with:
- Enhanced Customization: Advertisers can drive further custom suitability on TikTok with IAS pre-bid Video Exclusion Lists by avoiding unsuitable content based on brand specific needs.
- Inventory Filter Support: Advertisers can create a custom suitability profile to block content that is not suitable for their brand, as a layer of added protection to complement TikTok's Inventory Filters.
- Comprehensive Global Coverage: IAS's post-bid reporting suite, TMQ for TikTok, can be paired with Social Optimization to ensure advertisers have a comprehensive and global solution for the platform.
- Ease of Activation: IAS's pre-bid Video Exclusion Lists are seamlessly activated within IAS Signal, and impressions from individual campaigns will automatically be measured and classified to exclude content that does not meet brand preferences. Advertisers can validate lists work as intended within IAS Signal and its Custom Report Builder tool, and seamlessly adjust their suitability strategy as needed.
- Frame-by-Frame Analysis: IAS TikTok products are powered by IAS's AI-driven Multimedia Technology, which enable advertisers to accurately classify content at scale through frame-by-frame analysis, combining image, audio, and text signals.
"TikTok is committed to creating the most trusted platform for advertisers to build brands," said Lorry Destainville, Global Head of Product Partnerships at TikTok. "Our partnership with IAS demonstrates how we're innovating beyond traditional suitability standards and building solutions that empower advertisers with even greater control and confidence in their investments across our platform."
This latest announcement further solidifies IAS's deep partnership with TikTok since first launching a pre-bid optimization product in 2021. Most recently in October 2024, IAS announced the expansion of Total Media Quality for TikTok to 75+ New Markets, in addition to Viewability, IVT, and Brand Safety and Suitability Measurement for advertisers across TikTok's newly available ad placements within the Profile, Search, Following Feeds and TikTok Lite (in supported markets).
About Integral Ad Science
Integral Ad Science (IAS) is a leading global media measurement and optimization platform that delivers the industry's most actionable data to drive superior results for the world's largest advertisers, publishers, and media platforms. IAS's software provides comprehensive and enriched data that ensures ads are seen by real people in safe and suitable environments while improving return on ad spend for advertisers and yield for publishers. Our mission is to be the global benchmark for trust and transparency in digital media quality. For more information, visit integralads.com.
Contact: press@integralads.com
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SOURCE Integral Ad Science, Inc.
FAQ
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