IAS expands TikTok Brand Safety tools with misinformation detection feature

On October 7, 2024, Integral Ad Science (IAS) announced an expansion of its Total Media Quality measurement suite for TikTok, introducing misinformation reporting capabilities. This development, occurring on the same day as this report, aims to provide advertisers with enhanced tools to safeguard their brand reputation and optimize campaign performance on the rapidly growing social media platform.

Misinformation has become a critical issue for brands advertising in digital spaces. According to research conducted by IAS:

• 75% of consumers report less favorable attitudes towards brands whose advertisements appear near misinformation
• Brands actively avoiding misinformation experience a 29% lower cost per conversion compared to those that don't

These statistics underscore the importance of misinformation detection and avoidance for both brand perception and marketing efficiency.

The expanded Total Media Quality measurement suite for TikTok now encompasses:

1. Post-bid Viewability
2. Invalid Traffic Detection
3. Brand Safety and Suitability Measurement
4. Misinformation Reporting (newly added)

This comprehensive set of tools enables advertisers to protect and maximize their digital media investments on TikTok.

IAS employs AI-driven Multimedia Technology to power its measurement capabilities. This technology combines multiple signal types:

• Image analysis
• Audio processing
• Text evaluation

The system performs frame-by-frame video analysis, allowing for highly accurate content classification. IAS's technology aligns with 12 industry-standard categories and four distinct risk levels.

When IAS flags content as potential misinformation, TikTok takes action based on its existing policies regarding specific types of misleading information. The partnership between IAS and TikTok provides advertisers with an additional layer of protection, allowing them to measure whether their ads have appeared alongside content related to or discussing misinformation.

IAS's misinformation reporting aligns with industry standards, demonstrating the company's commitment to providing advertisers with tools that meet widely accepted criteria. This alignment ensures consistency and reliability in brand safety measures across different platforms and campaigns.

Timeline of IAS and TikTok Collaboration

• April 2024: Initial release of Total Media Quality for TikTok
• October 7, 2024: Expansion to include misinformation reporting

IAS's Total Media Quality measurement for TikTok offers:

• Global coverage across 62 markets
• Comprehensive third-party measurement aligned with the Global Alliance for Responsible Media (GARM) Framework
• Integration of TikTok's Category Exclusions and Vertical Sensitivities segments

Technical capabilities of IAS's solution

IAS's measurement solution boasts several key technical features:

1. 100% AI-driven multimedia technology
2. Video-level insights
3. Frame-by-frame scoring
4. Optical Character Recognition (OCR) for text extraction from images
5. Speech-to-text technology for audio classification
6. Post text analysis (subject, description, etc.)

Automated suitability profiles

IAS offers Automated Suitability Profiles, which provide:

• Custom metrics tailored to advertiser needs
• Automatic mirroring of TikTok Ads Manager settings
• Personalized insights based on individual TikTok campaign strategies

Implementation process

Advertisers can implement IAS's Total Media Quality measurement on TikTok through the following steps:

1. Pre-campaign: Activate Brand Safety and Suitability strategy using TikTok Inventory Filters in TikTok Ads Manager
2. During the campaign: Access IAS Brand Safety and Brand Suitability reporting, which automatically reflects the settings chosen in TikTok Ads Manager

Reporting and analytics

IAS provides advertisers with:

• 24/7 access to reporting within the Signal UI
• Customized reporting based on individual campaign strategies
• Insights into brand safety and suitability across the TikTok platform

Industry impact and advertiser benefits

The expansion of IAS's Total Media Quality suite for TikTok offers several potential benefits for advertisers:

1. Enhanced brand protection against association with misinformation
2. Improved campaign performance and efficiency
3. Greater transparency into ad placements on TikTok
4. Alignment with industry standards for brand safety

Key Facts

• Announcement Date: October 7, 2024
• Service: Total Media Quality for TikTok
• New Feature: Misinformation Reporting
• Technology: AI-driven Multimedia Analysis
• Coverage: 62 global markets
• Alignment: GARM Framework, TikTok Category Exclusions, Vertical Sensitivities
• Analysis Components: Image, Audio, Text
• Reporting Access: 24/7 via Signal UI
• Implementation: Pre-campaign activation, during-campaign monitoring
• Consumer Impact: 75% less favorable toward brands near misinformation
• Performance Impact: 29% lower cost per conversion for brands avoiding misinformation