TikTok has announced the expansion of its partnership with the Ad Data Verification and Audit Service Integral Ad Science, which will see that the IAS will expand its TikTok ad measurement capacity to visibility, invalid traffic (IVT) and brand security at the application level, providing more ways for brands and agencies to more effectively measure the results of their TikTok advertising efforts.
As Integral Ad Science explains:
“IAS will now provide advertisers with reliable third-party measurement powered by the Open Measurement Software Development Kit (OM SDK), giving marketers ultimate transparency and confidence around campaign performance. Led by the IAB, with the IAS as the founder, the OM SDK is designed to provide transparent visibility and measure third-party verification for ads running mobile applications and open web environments. ”
In other words, advertisers will now be able to check the performance of their TikTok campaigns, with a third-party guarantee of the results they see.
The IAS will also provide accurate reports through its ‘Signal UI’, which will allow advertisers to take immediate action and be informed about the campaign’s real-time performance.
“In partnership with IAS, retailers now have access to an increasingly comprehensive set of solutions to manage their advertising campaigns on TikTok.”
TikTok originally announced its new partnership with the IAS last September, along with a similar partnership with Zefr, providing more security in terms of ad placement and performance.
Third-party verification is a critical step to ensure that advertisers get optimal value from their campaigns, which helps with planning, KPIs, measurement, and so on.
As such, this is another important step for the broader TikTok advertising program, which encourages more advertisers to spend even more on TikTok ads, with additional validation allowing more forms of measurement and tracking to optimize performance.