Integral Ad Science (IAS) is tightening the safety net around TikTok’s booming ad ecosystem. The global media measurement platform has expanded its partnership with TikTok’s ad network, Pangle, introducing new brand safety, viewability, and invalid traffic (IVT) measurement features for advertisers worldwide.
Pangle, which powers ad placements across more than 380,000 apps with a staggering 2.9 billion daily active user reach, is TikTok’s performance advertising network for business. With this integration, advertisers can now use IAS’s AI-driven Total Media Quality (TMQ) post-bid measurement on both TikTok and Pangle, giving them a clearer view of campaign performance across one of the world’s most active mobile ecosystems.
“These new Brand Safety features provide advertisers across the globe access to independent and trusted third-party measurement,” said Lisa Utzschneider, CEO of IAS, emphasizing the company’s mission to bring transparency to digital advertising.
What’s New and Why It Matters
IAS’s latest update builds upon its Social Optimization suite for TikTok, further arming brands with tools to measure where and how their ads appear. The expanded Post-Bid Measurement for TikTok Pangle now covers:
- Total Media Quality (TMQ): Measurement across TikTok Pangle, ensuring ads meet standards for viewability, invalid traffic filtering, and brand safety.
- Broader coverage: Extending beyond TikTok’s native feeds — including the For You, Profile, Following, and Search feeds — to TikTok Lite and Pangle’s extensive global app network.
- Independent verification: Third-party assurance that ads are placed in brand-safe environments, a growing priority as advertisers face scrutiny over ad placement transparency.
The Bigger Picture: Ad Transparency on Social Platforms
TikTok’s rise as an advertising powerhouse has been matched by growing demands for accountability and visibility. With social commerce booming and mobile video consumption at record highs, brand safety has become a decisive factor in where ad dollars go.
By partnering with IAS, TikTok joins a broader industry trend: major platforms—from YouTube to Meta—are increasingly embracing independent verification to reassure advertisers wary of misinformation, unsafe content, or ad fraud.
The Competitive Edge
For IAS, the integration strengthens its footprint in social and programmatic advertising, positioning it against measurement rivals like DoubleVerify and MOAT, which have also sought to expand their verification capabilities across emerging social ad networks.
For advertisers, the implications are clear: greater confidence in scaling campaigns across TikTok’s high-engagement inventory, without the risk of ads landing in the wrong digital neighborhood.
Bottom Line
With IAS’s expanded support for TikTok Pangle, advertisers get a clearer lens into campaign performance and brand alignment—an essential upgrade as mobile ad spending continues to outpace desktop. In an era where attention is the new currency, verified visibility and brand safety are no longer optional—they’re strategic advantages.
