IAS will now provide viewability, invalid traffic, and brand safety and suitability measurement for advertisers across TikTok’s newly available advertising placements within the social media platform’s profile, search, following feeds and TikTok Lite features.

In addition, IAS is currently in alpha testing in partnership with TikTok for its new video exclusion list tool.

TMQ for TikTok is available across more than 75 countries in Asia-Pacific, Europe, Middle East and Africa and Latin America, with support in more than 30 languages.

Lisa Utzschneider, chief executive officer at IAS, said: “TikTok’s new placements provide advertisers with expanded user reach and greater flexibility when connecting with the platform’s rapidly growing audience.

“We are excited to expand our coverage of TMQ for TikTok, and partner on the launch of video level exclusions as we continue to safeguard advertisers with the end-to-end, granular insights they need to protect their brands.”