TikTok Advertisers Gain Ad Viewability, Invalid Traffic Measurement


TikTok Advertisers Gain Ad Viewability, Invalid Traffic Measurement




by  @lauriesullivan, September 28, 2021

TikTok wants to sell more advertising, but it needs to ensure advertising on its platform remains safe.


Adding a partner like DoubleVerify, which can help brands measure viewability, fraud and in-geo impressions, might just convince them.


The companies announced a partnership on Tuesday. Through TikTok’s Open Measurement SDK, DoubleVerify will provide brands full transparency, globally, into the quality of their campaigns for in-feed ad formats.


The partnership gives brands working with both companies the access to measurement data and insights through DoubleVerify Pinnacle, a unified reporting and service platform, to monitor and optimize the quality of TikTok campaigns.


On Monday, TikTok announced in a blog about 1 billion people use the platform monthly, marking a 45% jump since July 2020.


Consumers exposed to ads on TikTok nearly doubled from 19% to 37% in the past year, according to the Kantar Media Reaction 2021 report. In fact, Kantar’s data detailing global ad equity for media brands ranks TikTok No. 1 in 2021, ahead of Amazon, Instagram, Google and Twitter, respectively. Kantar’s 2021 survey aggregated sentiment from 900 marketing professionals across advertisers, agencies and media companies worldwide.


The consumer survey is based on over 14,500 interviews in 23 markets.


DoubleVerify will provide advertisers with an objective and MRC-accredited third-party process to authenticate media quality on TikTok, and data insights into viewability, video quartile completion and audibility to optimize campaigns. It also will provide the ability to review trends and build reports to inform planning strategies and budget allocations across the open web and social platforms, including TikTok.

MediaPost.com: Search & Performance Marketing Daily

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