As part of the agreement, advertisers will be able to pair IAS’s AI tool Total Media Quality with the firm’s post-bid measurement feature for TikTok Pangle to build reach.

IAS will also provide viewability and invalid traffic measurement for advertisers on TikTok Pangle, with the additions building on the business’ existing social optimisation offering for TikTok.

Lisa Utzschneider, chief executive at IAS, said: “Our advertisers greatly value IAS’s scaled solutions on TikTok.

“These new brand safety features provide advertisers across the globe access to independent and trusted, third-party measurement across TikTok’s offerings, including Pangle’s hundreds of thousands of global apps.”