IAS expands Social Optimisation for TikTok
April 14, 2025
Integral Ad Science (IAS), a media measurement and optimisation platform, has announced an expansion of Social Optimisation for TikTok to include pre-bid Video Exclusion Lists.
As advertisers continue to look for ways to preserve brand equity and drive performance across digital platforms, pre-bid Video Exclusion Lists across TikTok provides advertisers more control over their advertising investments on the platform.
Paired with TikTok’s Inventory Filter, advertisers applying pre-bid Video Exclusion Lists benefit from pre-bid granular exclusions, powered by IAS’s multimedia technology, and based on brand-specific needs. This expansion ensures advertisers can meet individual brand suitability and contextual requirements across their ad placements on TikTok.
Advertisers can now couple Social Optimisation with IAS’s AI-driven Total Media Quality (TMQ) for post-bid measurement on TikTok, to leverage IAS’s Brand Safety and Suitability, Viewability, and Invalid Traffic (IVT) detection across a total of 75+ markets with support in more than 30 languages. Together, IAS optimisation and measurement solutions create a closed-loop on TikTok, enabling greater media efficiency and returns for advertisers spending on the platform.
“We are excited to expand our TikTok partnership with the global availability of Video Exclusion Lists, which will further drive performance for advertisers,” commented Lisa Utzschneider, CEO of IAS. “Utilising our technology, advertisers can reach TikTok’s rapidly growing audience while reducing waste and driving higher returns on their ad spend.”
“TikTok is committed to creating the most trusted platform for advertisers to build brands,” added Lorry Destainville, Global Head of Product Partnerships at TikTok. “Our partnership with IAS demonstrates how we’re innovating beyond traditional suitability standards and building solutions that empower advertisers with even greater control and confidence in their investments across our platform.”
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