TikTok is expanding its partnerships with independent measurement companies as part of a broader effort to strengthen advertiser confidence and improve transparency across its advertising ecosystem.
The platform has extended collaborations with Integral Ad Science (IAS) and Zefr, bringing additional campaign measurement and brand safety tools to more TikTok ad formats. The expansion aims to give marketers deeper insights into campaign performance while ensuring brand-safe environments for advertising.
As part of the move, IAS will extend its Total Media Quality (TMQ) coverage to four additional TikTok advertising products. These include search ads, upgraded campaign creation tools for brand and Smart+ traffic objectives, TikTok Lite in the United States, and commerce-focused GMV Max ads in the U.S.
Similarly, Zefr will expand its measurement capabilities, including brand safety verification and invalid traffic detection, across the same ad formats and placements. Marketers will be able to access these tools directly through TikTok Ads Manager, allowing them to apply the services when launching new campaigns across the expanded formats.
The development comes as TikTok continues efforts to position itself as a transparent and reliable partner for advertisers following the spin-off of its U.S. operations from its China-based parent company, ByteDance, earlier this year. The platform is projected to capture 4.8% of global digital advertising revenue by 2026, supported by its growing audience of approximately 136 million unique users in the United States.
IAS’s Total Media Quality (TMQ) technology uses text, audio, and image analysis to classify content quality at scale. The solution helps advertisers evaluate placements, plan investments more effectively, and ensure brand safety across campaigns. While the expanded coverage will support global integration across TikTok search ads and campaign creation tools, the GMV Max and TikTok Lite measurement capabilities will initially be available only in the United States, with additional markets expected in the future.
ALSO READ: VICKI FELKER HIGHLIGHTS AI’S IMPACT ON SPEED AND STRATEGY IN MARKETING
Zefr’s verification services will also support the expanded ad formats, enabling marketers to measure brand safety, detect invalid traffic, and maintain transparency across TikTok’s advertising inventory.
In a separate development, DoubleVerify has received accreditation from the Media Rating Council (MRC) for TikTok Video Viewability, becoming the first measurement vendor to earn this recognition. The accreditation covers impressions, invalid traffic detection, and viewability metrics. Advertisers can access detailed reporting through DoubleVerify’s analytics platform, Pinnacle, which provides independent verification of campaign performance.
Commenting on the milestone, Mark Zagorski, CEO of DoubleVerify, said:
“With accredited measurement informed by tens of trillions of historical ad transactions, advertisers can evaluate campaign effectiveness with greater confidence and ensure their media investments deliver real value.”
TikTok’s expanding measurement partnerships come alongside broader efforts to enhance its advertising capabilities. Following the creation of TikTok USDS Joint Venture LLC, backed by investors including Oracle and Silver Lake, the platform has introduced new ad products designed to attract brands and media buyers.
These additions include New Title Launch and Streaming Ads, as well as Symphony, an AI-powered video generation tool introduced in April to support creative production for advertisers.
Together, these initiatives signal TikTok’s growing focus on delivering measurable performance, transparency, and brand-safe environments as it continues to compete in the global digital advertising market.
By
