Marketing Ad Spend Adtech

TikTok and DoubleVerify team to improve ad measurement and combat ad fraud


By Kendra Clark | Senior Reporter

September 28, 2021 | 4 min read

TikTok today announced that it has inked a new deal with ad measurement, verification and analytics platform DoubleVerify to elevate its ad measurement capabilities. Here’s what you need to know.

Mobile phone screen displaying TikTok's TikTok profile page, next to plant

TikTok and DoubleVerify have partnered up to bring advertisers greater visibility into ad metrics

What happened

● TikTok has teamed with digital media measurement platform DoubleVerify with the goal of helping brands authenticate the quality of their media buys on the social site.

● Under the new partnership, TikTok advertisers will have the ability to better measure ad viewability, fraud and impressions within geotargeted groups for their in-feed ads, using TikTok’s Open Measurement software development kit.

● Plus, dual advertising clients of both TikTok and DoubleVerify will gain access to additional measurement insights via DV Pinnacle, the adtech company’s proprietary reporting platform. With DV Pinnacle, advertisers can authenticate their TikTok media buys and gain visibility into more granular data, which could enable them to optimize their media planning strategies across channels.

● "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, chief executive officer at DoubleVerify, in a statement. "As spend on the platform continues to grow, TikTok has been proactive in engaging with partners like DoubleVerify 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.”

Why it matters

● With access to DoubleVerify measurement and fraud tools, brands may gain greater confidence in their media buys on TikTok. With improved knowledge of ad performance, viewability and fraudulent ad impressions, advertisers are likely to be better equipped to adapt their media and content strategies accordingly.

● As TikTok’s head of ecosystem partnerships Melissa Yang put it, in a statement released today: “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 is the latest addition to DoubleVerify’s growing roster of social media clients. Other players including Instagram, Snap, Facebook, YouTube, Twitter and Pinterest work with the company to gain greater visibility into ad performance and mitigate ad fraud on their platforms.

● In December of last year, DoubleVerify received accreditation for third-party integrated impression and viewability measurement as well as display and video ads reporting on Facebook and Instagram from the Media Rating Council (MRC). The MRC is the industry group whose accreditation services are widely considered the standard for media services. DoubleVerify’s MRC accreditations lend greater reliability and could help it build trust among advertisers.

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