The expansion of Total Media Quality coverage will add media quality measurement for TikTok’s full-screen advertising format when users open the app, with IAS offering brand safety and suitability coverage in addition to the already existing viewability measurement.

Other additions include Lemon8, which provides media quality measurement across TikTok’s lifestyle and discovery platform, and expanding measurement coverage to static image and carousel advertising formats.

Independent media quality measurement will also be added to the CapCut app, an AI-led video and photo editing platform.

Lidiane Jones, chief executive at IAS, said: “TikTok continues to evolve rapidly, creating new opportunities for advertisers to engage consumers across a growing range of experiences.”