IAS Expands TikTok Measurement to Search Ads, Four New Formats

Integral Ad Science (IAS) announced on April 20, 2026, the expansion of its Total Media Quality measurement product to four new TikTok ad formats, creating a single verification framework that spans both brand and performance advertising on the platform for the first time.

Four New Formats Now Under Independent Measurement

The four additions are Search Ad Campaigns, the Upgraded Campaign Creation Experience for Brand and Smart+ Traffic objectives, GMV Max, and TikTok Lite.

Search Ad Campaigns represent the most significant addition. This marks the first time a third-party measurement provider has applied independent verification to TikTok's Search Results Page Placement. The rollout is global and combines TikTok's pre-bid brand safety controls with IAS's post-bid checks for suitability, viewability, and invalid traffic (ads that are served but never actually seen by real users).

The Upgraded Campaign Creation Experience extends measurement to TikTok's automated campaign tools, including Smart+ Traffic objectives. GMV Max, which helps advertisers increase sales through product and creative selection, is included in a US-only launch. TikTok Lite, the lighter version of the app built for devices with limited storage or slow connections, is also covered in the US at launch.

IAS's system analyzes images, audio, and text to deliver video-level checks across all covered formats.

"By extending our Total Media Quality coverage across these new formats, we are providing advertisers with the transparency and granular insights they need to protect their brand equity," said Lisa Utzschneider, CEO of Integral Ad Science.

Why Search and Commerce Formats Matter for Asian Advertisers

TikTok has more than one billion users globally and is increasingly used as a full-funnel platform, not just a place to build brand awareness. GMV Max targets gross merchandise value growth, while Search Ad Campaigns reach users who are actively looking for products. Independent measurement on these formats has not previously been available.

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For marketers in Asia, the inclusion of TikTok Lite carries particular weight. The app is designed for entry-level devices and slower networks, device profiles that are common across Southeast Asia, South Asia, and parts of East Asia. Without measurement coverage on TikTok Lite, advertisers reaching large audiences in markets like Indonesia, Thailand, Vietnam, and the Philippines were operating without independent verification. The April 2026 expansion closes that gap.

TikTok's automated Smart+ campaigns have shown strong results in available data. One cited example showed a 42% return on ad spend (ROAS) lift, 47% higher conversions, and 50% lower cost per acquisition compared to standard campaigns. As automated buying systems take over more campaign decisions, independent third-party checks become the primary way for marketers to confirm that performance gains are not coming at the cost of ad placement quality.

IAS and TikTok: A Measurement Partnership Built Since 2021

IAS and TikTok have worked together since 2021. In April 2025, IAS launched pre-bid Video Exclusion Lists for TikTok across 75+ markets and 30+ languages, allowing advertisers to block unsuitable content before a bid is placed. In October 2025, IAS added brand safety features to TikTok Pangle, TikTok's audience network spanning 380,000+ apps and reaching 2.9 billion daily users.

The April 2026 four-format expansion builds on both milestones, extending the same GARM-aligned (Global Alliance for Responsible Media) standards that govern IAS's existing TikTok coverage into search and commerce formats for the first time.

GMV Max and Search Ad Campaigns are available now. Broader market rollouts for formats currently limited to the US have not been formally announced.