IAS Expands TikTok Pangle Partnership to Bolster Brand Safety for Advertisers

NEW YORK, NY – October 28, 2025 – Integral Ad Science (IAS) and TikTok are deepening their collaboration, expanding their partnership to include brand safety measurement for advertisers using TikTok Pangle – TikTok’s ad network. This builds upon existing viewability and invalid traffic (IVT) measurement capabilities and aims to provide increased confidence for brands navigating the rapidly evolving mobile advertising landscape.

The Rising Stakes of Brand Safety in Mobile Advertising

The proliferation of user-generated content (UGC) platforms like TikTok presents unique challenges for advertisers concerned with brand safety. Unlike traditional media where content is pre-approved, UGC flows freely, increasing the risk of ads appearing alongside inappropriate or harmful material. This exposure can damage brand reputation, erode consumer trust, and ultimately impact the bottom line.

“The sheer volume of content on these platforms makes manual moderation nearly impossible,” says one advertising technology specialist. “Advertisers need reliable, third-party verification to ensure their messages are appearing in brand-safe environments.”

This need is particularly acute in mobile advertising, where users are constantly exposed to content on the go. The immediacy of mobile requires real-time monitoring and protection. Platforms are increasingly under pressure to demonstrate a commitment to responsible advertising practices, and partnerships with independent verification companies are seen as a key step.

TikTok Doubles Down on Ad Quality with IAS Partnership

The expanded partnership with IAS signals TikTok’s commitment to addressing these concerns and attracting high-value advertisers. While TikTok has implemented its own content moderation policies, many brands still prefer the added layer of security offered by an independent verification solution.

“Advertisers aren’t necessarily questioning TikTok’s intentions; they simply want independent assurance,” explains a marketing executive specializing in social media advertising. “A third party provides an unbiased view of ad placements.”

IAS’s Total Media Quality (TMQ) solution, now covering TikTok Pangle across APAC, EMEA, LATAM, and North America, uses AI-powered technology to classify content based on various risk factors, including violence, hate speech, and profanity. This allows advertisers to block or avoid specific types of content, ensuring their ads appear in suitable contexts. The addition of brand safety measurement to IAS’s existing suite of services – viewability, IVT, and video exclusion lists – offers a comprehensive solution for advertisers looking to maximize the impact of their TikTok campaigns.

This also comes at a time where advertisers are increasingly scrutinizing ad tech vendors for transparency. The move to partner with IAS demonstrates TikTok’s commitment to providing brands with the tools and data they need to make informed decisions about their advertising investments. This can attract brands who might have previously hesitated to allocate significant portions of their budgets to the platform.

Beyond Brand Safety: The Role of Independent Verification

While brand safety is a primary driver of the IAS-TikTok partnership, the benefits of independent verification extend beyond protecting brand reputation. By providing accurate and reliable measurement of ad viewability, IVT, and now brand safety, IAS helps advertisers optimize their campaigns for maximum impact.

“It's not just about avoiding bad neighborhoods; it's about ensuring your ads are actually seen by real people,” says a data analytics expert. “Verification provides the insights you need to improve campaign performance and maximize return on investment.”

Furthermore, independent verification fosters greater transparency and accountability within the digital advertising ecosystem. By providing an unbiased assessment of ad placements, IAS helps level the playing field and ensure that advertisers are getting what they pay for. This is particularly important in a complex and often opaque environment where fraud and ad waste are rampant.

IAS’s expansion into TikTok Pangle also reflects a broader trend in the ad tech industry. As advertising budgets continue to shift towards mobile and social platforms, the demand for independent verification solutions is growing exponentially. Companies like IAS and DoubleVerify are positioning themselves as essential partners for advertisers navigating this increasingly complex landscape.

DoubleVerify remains a strong competitor in this space, and several other companies, like Moat by Oracle and Comscore, also offer verification solutions. However, IAS’s deep integration with TikTok and its comprehensive suite of services provide a compelling value proposition for advertisers looking to maximize the impact of their campaigns on the platform.

The focus is shifting beyond basic brand safety to more nuanced measures, including evaluating the context and sentiment surrounding ad placements. IAS is investing in technologies like AI and machine learning to address these challenges and provide advertisers with a more sophisticated understanding of their ad environments.