TikTok Selects IAS for Brand Safety Measurement for TikTok Pangle Advertisers

Rhea-AI Summary

Integral Ad Science (Nasdaq: IAS) announced integration with TikTok Pangle to add Brand Safety features alongside Viewability and Invalid Traffic (IVT) measurement for TikTok Pangle advertisers.

The collaboration enables advertisers to use IAS's AI-driven Total Media Quality (TMQ) for post-bid measurement across TikTok Pangle's inventory, which spans 380,000 global apps and reaches an estimated 2.9 billion daily active users. The offering extends IAS's Social Optimization tools for TikTok and builds on a partnership that began in 2021.

Positive

• Adds Brand Safety measurement to TikTok Pangle post-bid stack
• Extends IAS TMQ to Pangle alongside Viewability and IVT
• Covers 380,000 apps across TikTok Pangle
• Access to an estimated 2.9 billion daily active user reach

Negative

• None.

Insights

Digital Advertising Measurement Analyst

IAS expands third-party brand safety, viewability and IVT measurement to TikTok Pangle, increasing transparency for app-based ad placements.

IAS and TikTok Pangle now support post-bid measurement across a large app network that the release quantifies as 380,000 apps and a daily active user reach of 2.9 billion. The business mechanism is straightforward: advertisers can layer IAS's AI-driven Total Media Quality (TMQ) and Post-Bid Measurement onto Pangle inventory to validate viewability, detect Invalid Traffic (IVT), and apply Brand Safety screening after auction wins.

Key dependencies and risks include the scope and consistency of coverage across app endpoints, the exact Brand Safety taxonomy applied, and how post-bid signals integrate with buyers' optimization workflows. The announcement states global coverage across APAC, EMEA and LATAM and references prior integrations beginning in 2021 and a product expansion in April, but it does not disclose measurement penetration rates, thresholds for IVT classification, or specific safety categories—those gaps limit how much one can infer about effectiveness.

Watch for three concrete items in the near term: adoption metrics (advertiser uptake and measured spend on Pangle), published coverage rates or sampling methodology for TMQ across the cited 380,000 apps, and any technical documentation or SLAs that define IVT and Brand Safety rules; expect initial reporting or integrations to appear within typical product rollout windows mentioned (Oct. 28, 2025) and follow-on updates from the vendor. Overall, the deal increases independent verification capability for app-based TikTok inventory and should reduce placement uncertainty for advertisers who adopt the measurement suite.

IAS Provides TikTok Pangle Advertisers with Increased Transparency and Brand Protection

NEW YORK, Oct. 28, 2025 /PRNewswire/ -- Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimization platform, today announced it was integrated by TikTok Pangle to launch new Brand Safety Features, in addition to Viewability and Invalid Traffic (IVT) Measurement, for advertisers on TikTok Pangle, the TikTok ad network for Business.

TikTok Pangle totals over 380,000 global apps with a daily active user reach of 2.9 billion via app traffic. Advertisers can now pair IAS's AI-driven Total Media Quality (TMQ) for post-bid measurement on TikTok, with IAS's Post-Bid Measurement for TikTok Pangle to drive incremental reach with confidence. This builds on IAS's Social Optimization offerings for TikTok, which empower advertisers with greater transparency and control over their advertising investments on the platform.

"Our advertisers greatly value IAS's scaled solutions on TikTok. These new Brand Safety features provide advertisers across the globe access to independent and trusted, third-party measurement across TikTok's offerings, including Pangle's hundreds of thousands of global apps," said Lisa Utzschneider, CEO of IAS. "IAS is committed to providing brands with greater transparency wherever they allocate digital media spend so they can scale campaigns with confidence."

IAS's Post-Bid Measurement for TikTok Pangle provides global advertisers with:

• Expanded Total Media Quality coverage: Viewability, Invalid Traffic (IVT), and Brand Safety Measurement across TikTok Pangle, in addition to TMQ for TikTok with coverage including TikTok's For You Feed, Profile Feed, Following Feed, Search Feed, For You Feed and TikTok Lite (in supported markets).
• Global reach: IAS supports TikTok Pangle advertising inventory spanning across 380,000 apps that reach audiences in the APAC, EMEA, LATAM and LATAM regions.
• Trusted, third-party measurement: Verification that ads running on TikTok Pangle appear alongside brand-safe mobile apps, adhering to industry standards.

This latest announcement expands on the IAS partnership with TikTok which began with launching a pre-bid optimization product in 2021. In April, IAS announced an expansion of Social Optimization for TikTok to include pre-bid Video Exclusion Lists.

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.

Media Contact:
Travis DeLingua
IAS
press@integralads.com  

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SOURCE Integral Ad Science, Inc.

FAQ

What did IAS announce about TikTok Pangle on October 28, 2025 (IAS)?

IAS announced integration with TikTok Pangle to add Brand Safety, Viewability and IVT post-bid measurement using IAS's TMQ.

How much reach does TikTok Pangle inventory cover for IAS measurement (IAS)?

TikTok Pangle inventory spans about 380,000 apps and an estimated 2.9 billion daily active user reach.

Which measurement capabilities will IAS provide for TikTok Pangle advertisers (IAS)?

IAS will provide post-bid Total Media Quality (TMQ), Brand Safety, Viewability and Invalid Traffic (IVT) measurement.

Does the IAS integration with TikTok Pangle change existing TikTok measurement coverage (IAS)?

The integration expands IAS coverage to TikTok Pangle inventory and builds on prior IAS measurement across TikTok feeds and TikTok Lite in supported markets.

When did IAS and TikTok first partner before this Pangle announcement (IAS)?

The companies began their partnership in 2021 with a pre-bid optimization product, and IAS expanded Social Optimization earlier in the year.