DoubleVerify has today announced a partnership with TikTok to measure ad viewability, fraud, and in-geo impressions.
Through TikTok’s Open Measurement SDK, DoubleVerify provides brands full transparency into the quality of their TikTok campaigns globally for in-feed ad formats.
Through this new partnership, joint clients will be able to access measurement data and insights through DoubleVerify PinnacleⓇ, the industry’s first unified reporting and service platform, to monitor and optimise the quality of their TikTok campaigns. DoubleVerify will offer advertisers:
- Data validation: Use a trusted, objective and MRC-accredited third-party solution to authenticate media quality on TikTok.
- Campaign optimisation: Leverage comprehensive data insights into viewability, video quartile completion, audibility and more, to optimise campaigns running on the platform.
- Holistic performance: Review trends and build reports to inform planning strategies and budget allocations across the open web and social platforms, including TikTok.
Melissa Yang, Head of Ecosystem Partnerships at TikTok said: “We’re excited to work with a leading verification and industry authority partner, like DoubleVerify.
“Transparency is key when it comes to building strong relationships with brands. Partnering with DoubleVerify will allow our advertisers the in-depth insight they need on invalid traffic and viewability to confidently evaluate and validate campaign effectiveness on TikTok.”
DoubleVerify and TikTok are actively working to expand their viewability offering to other ad formats and will launch additional media quality solutions – providing comprehensive measurement across the platform.
“TikTok is an exciting and enriching entertainment platform powered by a diverse community. It’s also increasingly a staple of the marketing mix for brands globally,” said Mark Zagorski, CEO at DoubleVerify.
“As spend on the platform continues to grow, TikTok has been proactive in engaging with partners like DoubleVerify to expand independent, third-party measurement capabilities and build confidence in brands’ digital investments. We’re thrilled to work with TikTok to bring advertisers a higher level of trust and transparency and, in turn, broaden our quality coverage across this growing platform.”
TikTok is the latest addition to DoubleVerify’s large and growing media partner offerings and joins Snapchat, Facebook, Instagram, YouTube, Pinterest, and Twitter. In December 2020, DoubleVerify received the Media Rating Council accreditation for third-party integrated impression and viewability measurement (as defined by MRC’s viewability standard) and reporting for display and video ads on Facebook and Instagram.
In March 2021, DoubleVerify expanded its Brand Safety and Suitability integration with Facebook and Instagram, offering comprehensive third-party brand suitability solutions to advertisers. DoubleVerify also extended its Brand Safety Floor enhancements for advertisers to leverage on YouTube.
This news clearly shows the true value TikTok holds for advertisers, and we’re expecting this to increase.