Integral Ad Science Enhances TikTok Social Optimization with Launch of Pre-Bid Video Exclusion Lists

Integral Ad Science, a global leader in media measurement and optimization, announced a significant enhancement to its Social Optimization offering for TikTok with the introduction of pre-bid Video Exclusion Lists. This latest innovation empowers advertisers to safeguard brand equity and maximize performance by enabling more precise control over ad placements on TikTok—one of the world’s fastest-growing digital platforms.

The newly launched pre-bid Video Exclusion Lists provide advertisers with granular, real-time filtering, allowing them to preemptively block videos that don’t align with their brand’s values or guidelines. This functionality works in tandem with TikTok’s Inventory Filter, offering a dual-layered protection approach. Powered by IAS’s proprietary multimedia classification technology, the solution supports brand-specific exclusions across diverse content categories, ensuring that ads appear in the most suitable and contextually relevant environments.

“We are excited to expand our TikTok partnership with the global availability of Video Exclusion Lists, which will further drive performance for advertisers,” said Lisa Utzschneider, CEO of IAS. “Utilizing our technology, advertisers can reach TikTok’s rapidly growing audience while reducing waste and driving higher returns on their ad spend.”

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This expansion also deepens the synergy between IAS Social Optimization and Total Media Quality (TMQ)—IAS’s AI-driven post-bid measurement suite. With TMQ, advertisers can monitor and analyze metrics like Brand Safety & Suitability, Viewability, and Invalid Traffic (IVT) across over 75 global markets and in more than 30 languages. Combined, the pre- and post-bid capabilities create a closed-loop optimization system on TikTok, delivering measurable outcomes and higher media efficiency.

“TikTok is committed to creating the most trusted platform for advertisers to build brands,” said 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.”

Key Benefits for Global Advertisers:

• Enhanced Brand Suitability: With pre-bid Video Exclusion Lists, advertisers can proactively avoid content that doesn’t align with their brand standards—tailored to specific needs and sensitivities.
• Support for TikTok Inventory Filter: Brands can build a custom suitability profile that complements TikTok’s native controls, offering deeper assurance and alignment with brand safety goals.
• Global Post-Bid Measurement: IAS’s TMQ for TikTok ensures end-to-end transparency and insight with post-bid reporting that spans multiple geographies and languages, creating a unified measurement ecosystem.
• Simple, Seamless Activation: Advertisers can easily enable Video Exclusion Lists through the IAS Signal platform, where campaigns are automatically classified and analyzed. Using Custom Report Builder, advertisers can validate performance and fine-tune strategy in real-time.
• Advanced AI-Powered Analysis: Leveraging IAS’s cutting-edge Multimedia Technology, the solution performs frame-by-frame content classification, analyzing visual, audio, and textual signals to ensure accurate content suitability at scale.

This enhancement solidifies IAS’s role as a trusted partner for brands navigating complex digital environments. As consumer behavior evolves and platforms like TikTok gain momentum, advertisers need tools that offer precision, scalability, and transparency—and IAS continues to deliver on all fronts.