Dive Brief:
- TikTok has expanded its partnerships with Integral Ad Science and Zefr to bring the campaign measurement and safety tools available to marketers who advertise on the platform to additional ad formats, according to press releases from Zefr and IAS.
- IAS will expand its Total Media Quality coverage to four additional TikTok ad products, including search, creation tools for brand and Smart+ traffic, TikTok Lite (U.S.) and GMV Max (U.S.). Zefr will extend its brand safety, invalid traffic and other measurements to the same ad formats and placements.
- In separate TikTok news, DoubleVerify received accreditation from the Media Rating Council for TikTok Video Viewability, the first measurement vendor to do so, according to information shared with Marketing Dive via email.
Dive Insight:
TikTok is continuing to take steps to establish itself as an independent and trustworthy partner for advertisers after the app’s U.S. operations were spun off from its China-based developer, ByteDance, in January. With the platform expected to command 4.8% of global digital advertising revenue in 2026, there is a renewed push to deliver credible results to those looking to reach its audience of 136 million unique U.S. users.
IAS’s TMQ offering uses text, audio and images to classify the quality of content at scale, helping advertisers to plan their investments and ensure brand safety. The new agreement allows industry professionals to integrate the service across search ads and TikTok’s campaign creation tools globally. IAS’s usage in commerce-driven GMV Max ads will be available at launch in the U.S. only, with more markets expected in the future. IAS’s tool for TikTok Lite, a mobile-optimized version of the app, will be available in the U.S. only.
Zefr’s services can be accessed in TikTok Ads Manager directly and used in new campaigns across all four ad formats covered under the expansion: Search, upgraded campaign creation experiences for brand & Smart+ traffic objectives, TikTok Lite and GMV Max.
DoubleVerify’s accreditation meanwhile covers impressions, invalid traffic measurements and other viewability-related measurements. Reporting can be viewed via a dedicated dashboard in the company’s analytic platform, Pinnacle. Independent verification of video viewability is one way marketers can seek out transparency and accountability for their efforts.
“With accredited measurement informed by tens of trillions of historical ad transactions, advertisers can evaluate campaign effectiveness with greater confidence and ensure their media investments deliver real value,” said Mark Zagorski, CEO of DoubleVerify, in a statement.
Since the formation of TikTok USDS Joint Venture LLC earlier this year, whose investors include Oracle and private-equity firm Silver Lake, the entity has rolled out new advertising options to entice professionals, such as New Title Launch and Streaming Ads. In mid-April, TikTok added a new AI video generation product to its ad tool kit, Symphony.
