IAS expands TikTok ad measurement across four formats
Integral Ad Science has expanded media quality measurement for TikTok, adding four ad formats to its Total Media Quality product.
The new formats are Search Ad Campaigns, the Upgraded Campaign Creation Experience for Brand and Smart+ Traffic objectives, GMV Max in the US, and TikTok Lite in the US. The expansion increases the range of TikTok advertising products that can be measured for brand safety, suitability, viewability and invalid traffic.
Known as IAS, the company said the broader coverage gives advertisers a single measurement framework across both brand and performance formats on TikTok. Its Total Media Quality system analyses images, audio, and text and provides video-level insights into the content appearing alongside ads.
With more than 1 billion users globally, TikTok is a major channel for brands seeking both reach and direct response. The latest agreement extends third-party measurement to parts of the platform that are increasingly used for search, automated campaign buying, commerce, and lighter mobile experiences.
Search Ads
One of the main additions is Search Ads Campaigns. This brings coverage to TikTok's Search Results Page Placement for the first time, combining TikTok's pre-bid brand safety controls with IAS post-bid measurement for suitability, viewability and invalid traffic.
The coverage is available globally and applies to Search Ads Campaigns as well as automatic placements for traffic and performance objectives. The launch reflects a broader trend in social media advertising, as search-based ad products become more important by putting brands in front of users showing direct intent.
IAS is also extending measurement to TikTok's Upgraded Campaign Creation Experience for Brand and Smart+ Traffic objectives. The product uses automated optimisation in campaign buying, and IAS said its tools can be integrated directly into that workflow. This coverage is also available globally.
Commerce Tools
For GMV Max, the new arrangement is initially limited to the US. GMV Max is TikTok's tool for helping advertisers increase gross merchandise value by selecting products, creative material and placements designed to improve conversions.
The integration combines pre-campaign controls from TikTok with post-campaign suitability insight from IAS. The coverage excludes Live GMV Max and Shop Tab, but adds another layer of measurement to a product aimed at sellers using TikTok Shop and other commerce-led campaigns.
TikTok Lite is the other US-only addition. The lighter version of the app is built for devices with limited storage or slower connectivity, and its inclusion means advertisers can apply the same safety and suitability checks as TikTok expands across different device types and audience segments.
Measurement Push
The expansion highlights the importance of third-party verification tools in social advertising, particularly as platforms add more automated buying systems and commerce features. Advertisers have pushed for independent checks on where ads run and whether campaigns reach real users in suitable environments, especially as media budgets are spread across a growing number of ad formats.
IAS has positioned itself as a measurement provider across video, social and open web environments. On TikTok, its role spans optimisation and measurement, with the latest additions expanding the share of inventory where advertisers can use its tools.
"We are proud to expand our collaborative partnership with TikTok by offering trusted independent measurement for their most performant ad formats," said Lisa Utzschneider, chief executive of IAS.
"By extending our Total Media Quality coverage across these new formats, we are providing advertisers with the transparency and granular insights they need to protect their brand equity, so they can use media quality signals to unlock greater performance across one of the world's largest short-form video and creator platforms," she said.