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TikTok Taps IAS to Clean Up Ads on Its Pangle Network
TikTok is integrating Integral Ad Science's (IAS) measurement tools into its Pangle ad network to offer marketers third-party brand safety verification.
Key Points
- TikTok is integrating Integral Ad Science's (IAS) measurement tools into its Pangle ad network to offer marketers third-party brand safety verification.
- The move gives advertisers independent verification for brand safety, viewability, and invalid traffic across Pangle's extensive network of mobile apps.
- This expansion reflects a broader industry trend toward third-party verification, as IAS has also recently deepened its partnership with Meta.
Integral Ad Science (IAS) is expanding its partnership with TikTok, integrating its post-bid brand safety, viewability, and invalid traffic (IVT) measurement tools into the TikTok Pangle ad network to give marketers third-party verification.
Covering the map: The move gives marketers independent verification across Pangle's massive inventory, which spans nearly 400,000 mobile apps and reaches a claimed 2.9 billion daily users. The tool, dubbed 'Post-Bid Measurement for TikTok Pangle,' verifies that ads are seen by real people in suitable environments.
Context is key: The push for greater brand safety follows ongoing pressure on TikTok to police its platform, a concern highlighted by a 2024 lawsuit in France that alleged the app exposed teens to harmful content. The timing is also notable for IAS, as the ad-tech firm is being taken private by Novacap in a $1.9 billion deal, just four years after going public.
As advertisers demand more accountability for their media spend, independent, third-party measurement is becoming table stakes for major platforms looking to build and maintain trust. This move is part of a broader industry push for media quality, as IAS is also working to help advertisers combat the rise of AI-generated "slop sites" across the web. The company also recently expanded its partnership with Meta, signaling a wider strategy to embed its verification tools across all major social platforms.
