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TikTok partners with DoubleVerify on viewability

TikTok has teamed up with digital media measurement company DoubleVerify (DV) to measure ad viewability, fraud, and in-geo impressions on the popular social video app.

DV will provide brands on TikTik with ‘full transparency’ into the quality of their campaigns for in-feed ad formats around the world via TikTok’s Open Measurement SDK. Joint clients of TikTok and DV will be offered data validation, campaign optimisation, and a holistic performance overview of their campaigns through DV’s unified reporting and service platform, DV Pinnacle.

The pair are working together to extend the viewability offering to other ad formats, and plan to launch other media quality solutions in the future.

“We’re excited to work with a leading verification and industry authority partner, like DoubleVerify” said Melissa Yang, Head of Ecosystem Partnerships, TikTok. “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.”

TikTok joins the likes of Facebook, Instagram, YouTube, Snapchat, Twitter, and Pinterest as a DV media partner.

“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 DV 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.”