TikTok expanded IAS and Zefr brand safety tools to more ad formats while DoubleVerify earned its first video viewability accreditation

TikTok expanded its partnerships with Integral Ad Science and Zefr to bring brand safety, media quality, and invalid traffic measurement tools to four additional ad formats including search ads, campaign creation tools for brand and Smart+ traffic, TikTok Lite, and GMV Max, as the platform works to build advertiser confidence following its U.S. spinoff from ByteDance earlier this year. Separately, DoubleVerify became the first measurement vendor to receive Media Rating Council accreditation for TikTok Video Viewability, with reporting available through its Pinnacle analytics platform. TikTok is expected to command 4.8% of global digital advertising revenue in 2026 and has 136 million unique U.S. users, giving advertisers increasing incentive to demand credible third-party measurement before committing larger budgets to the platform.