IAS Expands Social Optimization for TikTok with Launch of Pre-Bid Video Exclusions
Integral Ad Science has introduced a new feature for TikTok advertisers: pre-bid Video Exclusion Lists. This rollout is part of IAS’s growing toolkit that helps brands improve campaign performance by filtering out unwanted content before ads even go live.
This latest update adds a new layer of precision to how ads are placed on TikTok. By using IAS’s multimedia technology, advertisers can now block certain types of content at the bidding stage. The result? Less wasted spend and better alignment with each brand’s image.
More Than Just Filters
The new pre-bid exclusions are meant to work hand-in-hand with TikTok’s built-in Inventory Filter. IAS’s solution adds more detail and flexibility, letting advertisers define their own content boundaries. These exclusions rely on AI-driven multimedia analysis, which evaluates each frame of video content — including audio, visuals, and on-screen text — to make sure it’s suitable for a brand’s standards.
Brands can now combine IAS’s pre-bid Social Optimization features with its post-bid Total Media Quality (TMQ) analytics. TMQ covers Brand Safety, Suitability, Viewability, and Invalid Traffic detection in over 75 countries and more than 30 languages.
This closed-loop approach—pre-bid control plus post-bid measurement—gives advertisers clearer insight and tighter control over where their ads appear.
What Advertisers Get
IAS’s updated TikTok tools provide several key features:
Custom Suitability Filters
Advertisers can create content exclusions that reflect brand-specific concerns. This includes categories or themes they want to avoid altogether.
Better Coverage
With support in over 75 markets, brands running international campaigns can use the same system across different regions, eliminating the need for separate setups.
Simple Setup
Advertisers can activate these exclusions directly within IAS Signal, the company’s platform for ad quality control. Signal includes a Custom Report Builder to help brands analyze and adjust their ad strategy without guesswork.
Real-Time Content Scanning
IAS’s system reviews TikTok content frame-by-frame. This detailed inspection includes visual elements, spoken words, and captions, making it harder for anything unwanted to slip through.
A Strengthening Alliance
IAS has been working with TikTok since 2021, starting with pre-bid optimization. Since then, the partnership has expanded. In late 2024, IAS added support for new TikTok ad placements, including ads on Profile, Search, Following Feeds, and TikTok Lite.
Lorry Destainville, TikTok’s Global Head of Product Partnerships, emphasized the platform’s commitment to brand safety. “Our work with IAS goes beyond basic filtering. We’re building tools that give advertisers more clarity and control,” he said.
IAS CEO Lisa Utzschneider echoed that message. “This update helps brands avoid content that doesn’t match their values, while also boosting campaign returns. It’s about smarter spend and stronger results,” she said.
Looking Ahead
As TikTok continues to expand its influence, advertisers are under pressure to stay visible while avoiding brand missteps. IAS’s new features arrive at a time when marketers are asking for more accountability and smarter ways to allocate ad dollars.
With video content changing constantly and brand expectations staying high, pre-bid Video Exclusion Lists give advertisers a better shot at getting both reach and relevance.
IAS’s commitment to global coverage, real-time analysis, and client control makes this a meaningful update—one that brands will likely see reflected in both campaign quality and ROI.
