IAS enhances TikTok ad safety with new exclusion tools

NEW YORK - Integral Ad Science (Nasdaq: IAS), a global media measurement and optimization platform with a robust 78.5% gross profit margin, has introduced new features for TikTok advertisers aimed at improving brand safety and advertising efficiency on the social media platform. The newly launched pre-bid Video Exclusion Lists allow advertisers to avoid content that may not align with their brand values, enhancing control over ad placements on TikTok. According to InvestingPro data, IAS maintains strong financial health with more cash than debt on its balance sheet, supporting its continued innovation in the ad-tech space.

In combination with TikTok’s Inventory Filter, the pre-bid Video Exclusion Lists offer advertisers the ability to set granular exclusions tailored to their brand’s specific needs. This level of customization is designed to ensure that ad placements on TikTok meet individual brand suitability and contextual requirements.

IAS’s AI-driven Total Media Quality (TMQ) suite, which is now available for post-bid measurement on TikTok, provides advertisers with tools for brand safety and suitability, viewability, and invalid traffic detection across over 75 markets and in more than 30 languages. The integration of IAS optimization and measurement solutions aims to form a closed-loop on TikTok, purportedly leading to greater media efficiency and returns for advertisers on the platform.

Lisa Utzschneider, CEO of IAS, expressed enthusiasm about the expansion of their TikTok partnership through the global availability of Video Exclusion Lists, which are expected to drive better performance for advertisers. She highlighted the potential for advertisers to reach TikTok’s growing audience while minimizing waste and maximizing returns on ad spend. The company’s focus on growth is reflected in its 11.75% revenue increase over the last twelve months, with analysts expecting continued profitability this year. Currently trading below its Fair Value, IAS presents an interesting opportunity for investors looking at the ad-tech sector.

The partnership between IAS and TikTok reflects a shared commitment to providing a trusted advertising environment. Lorry Destainville, Global Head of Product Partnerships at TikTok, reiterated the platform’s dedication to innovating beyond traditional suitability standards and empowering advertisers with confidence in their investments.

IAS first launched a pre-bid optimization product for TikTok in 2021, and the collaboration has since evolved. In October 2024, IAS expanded its Total Media Quality for TikTok to additional markets, along with measurement capabilities for viewability, invalid traffic, and brand safety and suitability for TikTok’s new ad placements.

The features are accessible through IAS Signal, enabling advertisers to activate pre-bid Video Exclusion Lists seamlessly and automatically measure and classify campaign impressions to exclude unsuitable content. Advertisers can also validate and adjust their suitability strategies using IAS’s Custom Report Builder tool. For investors seeking deeper insights, InvestingPro offers comprehensive analysis with 13+ additional ProTips and a detailed Pro Research Report, providing valuable context about IAS’s market position among 1,400+ top US stocks.

This announcement is based on a press release statement from Integral Ad Science.

In other recent news, Integral Ad Science reported fourth-quarter earnings that exceeded revenue expectations, posting $153 million compared to the anticipated $148.97 million, marking a 14% year-over-year increase. The company’s adjusted earnings per share were $0.09, slightly below the consensus forecast of $0.11. For the first quarter of 2025, IAS projects revenue between $128-131 million, surpassing the analyst consensus of $126.5 million, and expects full-year 2025 revenue to range from $588-600 million. Scotiabank raised its price target for IAS to $12 from $10, maintaining a Sector Perform rating, citing strong performance in the fourth quarter and strategic expansion into new markets like China. Meanwhile, Loop Capital Markets adjusted its price target to $13 from $15, keeping a Buy rating, following the company’s strong fourth-quarter results and promising outlook for 2025. Benchmark analysts maintained their Hold rating, noting the need for more substantial information to assess the company’s revenue outlook for 2025, despite the fourth-quarter outperformance. They highlighted a challenging brand demand environment and a deceleration in measurement growth, with a cautious outlook for the first half of 2025. These developments reflect a mix of optimism and caution among analysts regarding Integral Ad Science’s future performance.

This article was generated with the support of AI and reviewed by an editor. For more information see our T&C.