IAS Expands TikTok Pangle Partnership, Bolstering Ad Transparency in Mobile Ecosystem

NEW YORK, NY – October 29, 2025 – Integral Ad Science (IAS) is expanding its partnership with TikTok, integrating its leading brand safety, viewability, and invalid traffic (IVT) measurement solutions into TikTok Pangle – TikTok’s ad network for app developers. This move aims to address growing concerns surrounding ad quality and transparency within the burgeoning mobile advertising space, offering advertisers greater control and confidence in their Pangle investments.

The Rise of App Advertising and the Need for Verification

The mobile advertising landscape is experiencing unprecedented growth, with app-based advertising becoming a dominant force in the digital ad market. TikTok Pangle, with its reach of 2.9 billion daily active users through 380,000 apps, represents a significant portion of this growth. However, this rapid expansion also brings inherent challenges. Maintaining brand safety and preventing ad fraud within complex mobile app ecosystems is becoming increasingly difficult. “The sheer scale of these networks creates more opportunities for bad actors,” noted one industry analyst. “Advertisers need robust verification solutions to ensure their campaigns are reaching real people in brand-safe environments.”

Traditionally, verifying ad quality has been more straightforward on web-based platforms. Mobile app environments present unique complexities, including opaque supply chains and a greater reliance on programmatic advertising. “It's not enough to simply rely on platform-reported metrics,” explained a source familiar with ad verification technologies. “Independent, third-party verification is essential for building trust and accountability.” This is where companies like IAS come in, offering specialized tools and expertise to monitor and measure ad quality across a wide range of platforms.

Deepening the IAS-TikTok Partnership: A Proactive Approach

The expanded partnership between IAS and TikTok builds on a relationship that began in 2021 with the launch of pre-bid optimization for TikTok. This latest integration brings IAS’s full suite of measurement solutions to TikTok Pangle, offering advertisers a more comprehensive view of their campaign performance. Specifically, IAS will provide brand safety checks to identify and filter out objectionable content, viewability measurement to ensure ads are actually seen by users, and IVT detection to prevent fraudulent traffic.

The collaboration is seen by many as a proactive step toward addressing concerns about ad quality within the TikTok ecosystem. “It’s encouraging to see TikTok working with independent verification providers,” said an ad tech veteran. “This demonstrates a commitment to transparency and accountability.” The move also positions both IAS and TikTok as leaders in the evolving ad verification space. IAS’s technological expertise, combined with TikTok’s vast reach, creates a powerful synergy that benefits advertisers and users alike.

Beyond Viewability: Evolving Brand Safety Technology

Brand safety technology has evolved significantly in recent years. Initially, the focus was primarily on viewability—ensuring that ads were actually visible to users. However, as the digital advertising landscape has become more complex, the scope of brand safety has expanded to encompass a wider range of risks, including ad fraud, content suitability, and contextual relevance. “It’s no longer enough to simply measure whether an ad was seen,” explained a data scientist specializing in ad verification. “Advertisers need to understand the context in which their ads appeared and ensure that content is aligned with their brand values.”

IAS’s integration with TikTok Pangle reflects this evolution. In addition to viewability measurement, the partnership includes advanced brand safety checks that utilize machine learning and natural language processing to identify and filter out objectionable content. This includes identifying potentially harmful content categories, detecting hate speech, and ensuring that ads are not appearing alongside inappropriate or offensive materials. “The goal is to create a safer and more trustworthy advertising ecosystem,” noted a source within IAS. “We’re constantly innovating to stay ahead of emerging threats and provide our clients with the most comprehensive brand safety solutions available.”

Furthermore, the partnership addresses the growing concerns about ad fraud, particularly within mobile app ecosystems. IAS’s IVT detection technology helps identify and filter out fraudulent traffic, such as bot traffic, click farms, and ad stacking, ensuring that advertisers are only paying for genuine impressions from real users. “Ad fraud is a major problem in the digital advertising industry,” said an industry analyst. “It costs advertisers billions of dollars each year and erodes trust in the digital advertising ecosystem.” By tackling these challenges head-on, IAS and TikTok are working to create a more transparent and accountable advertising landscape for all stakeholders.