Integral Ad Science improves its Brand Safety and Brand Suitability measurement for TikTok with new exclusions and sensitive vertical segments
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Integral Ad Science (IAS) , a global platform specializing in media measurement and optimization, announced today, Friday, April 12, 2024, the expansion of its unique Brand Safety and Brand Suitability measurement for TikTok to include new exclusions for sensitive categories and vertical segments, “thus allowing advertisers to avoid a wider variety of inappropriate content for their brand.”
According to the press release sent to media outlets
This expansion improves and simplifies the way advertisers measure and protect their campaigns on TikTok through the industry-leading, AI-powered Total Media Quality (TMQ) product, ensuring they can safely amplify their brand on one of the largest and fastest-growing short-form video entertainment platforms in the world.”
IAS has also expanded its Brand Safety and Brand Suitability measurement on TikTok to 11 new countries, bringing the total to 62 countries and 34 languages. IAS’ AI-powered Total Media Quality product for TikTok uses cutting-edge media technology that combines image, audio and text signals with frame-by-frame video analysis to accurately classify content in the For You feed, at scale, and aligned with GARM’s 12 Brand Safety and Brand Suitability categories and four risk levels.
This latest announcement “further consolidates IAS’ deep collaboration with buy telemarketing lead TikTok since 2021, continuously expanding its offering to advertisers for global coverage of its leading Brand Safety and Brand Suitability measurement solution .”
New Brand Safety and Brand Suitability measurement capabilities from IAS for TikTok
As listed in the press release sent by IAS, the new measurement steps to implement inbound marketing capabilities further help advertisers on TikTok by adding the following elements:
New category exclusions and sensitive vertical segments: IAS provides independent, third-party assurance that advertisers’ campaigns appear alongside brand-appropriate content aligned with new segments available in TikTok Ads Manager. Categories be numbers include pets, beauty, food, fashion/retail, travel, financial services, technology, automotive, gaming, professional services, entertainment, gambling and lotteries, violent video games, combat sports, and youth content.
