#USA #New York #Integral Ad Science #Brand Safety #TikTok Pangle

Enhancing Brand Safety in Advertising: TikTok and IAS Collaboration

In a strategic move to improve advertising efficacy, Integral Ad Science (IAS) has been selected by TikTok to enhance brand safety through its Pangle advertising network. This partnership, which was made public on October 28, 2025, aims to provide advertisers with vital tools for measuring viewability and invalid traffic
(IVT), alongside advanced brand safety features. With this initiative, TikTok continues to solidify its commitment to creating a safe and transparent advertising ecosystem for brands.

Overview of IAS’s Role

IAS is a globally recognized platform specializing in media measurement and optimization. By integrating its services into TikTok Pangle, the partnership opens new avenues for advertisers looking to achieve superior results with their digital campaigns. The collaboration not only expands IAS’s total media quality measurements but also aligns with TikTok's initiative to offer greater transparency in its advertising solutions.

Key Innovations for Advertisers

Advertisers on TikTok's Pangle platform can now benefit from IAS's AI-driven Total Media Quality (TMQ) solutions. Here are some features this partnership facilitates:

• - Post-Bid Measurement: This allows advertisers to evaluate the effectiveness of their ad placements after the bidding process, ensuring they get the most out of their advertising budgets.
• - Comprehensive Measurement Options: Areas covered include viewability assessments, invalid traffic classification, and brand safety evaluations, particularly for advertisements appearing on thousands of apps within Pangle’s extensive network.
• - Global Reach: With access to over 380,000 apps worldwide and daily interactions of approximately 2.9 billion users, IAS helps brands maximize their reach in various regions, including APAC, EMEA, and LATAM.

Industry Standards and Brand Safety

One of the standout offerings of IAS within the TikTok ecosystem is the assurance of ads being placed alongside brand-safe mobile applications. By providing third-party validation, IAS is adhering to strict industry standards that protect brands from harmful associations and support integrity in digital advertising. CEO Lisa Utzschneider emphasized the value of these enhanced offerings: "Our advertisers greatly value IAS's scaled solutions on TikTok. These new Brand Safety features provide global access to independent metrics, promoting confidence in their digital ad spend."

Building Momentum Since 2021

The collaboration between IAS and TikTok is not entirely new; it builds upon a relationship initiated in 2021 with the rollout of pre-bid optimization solutions. The advancements in measurement capabilities illustrate both companies’ commitment to continuous improvement within the advertising landscape.

Why This Matters

In today’s fast-evolving advertising market, the need for transparency and reliability in ad placements is paramount. With increasing scrutiny over digital media practices, advertisers are prioritizing partnerships that enable informed decision-making and protect brand reputation. The alliance between IAS and TikTok provides a robust framework for achieving these goals, making them a formidable duo in the digital marketing space.

In conclusion, the enhanced measurement and transparency offerings made possible by the TikTok and IAS collaboration embody a significant step forward for advertisers in leveraging digital media effectively while ensuring brand safety. As brands continue to navigate the complexities of digital advertising, such partnerships will prove essential in driving success and trust within the industry.