A busy week in adtech, huh? Well, it continues.
DoubleVerify is expanding its measurement capabilities to TikTok Pangle, giving advertisers access to brand suitability and viewability measurement across the network’s mobile app inventory in 48 markets.
The expansion comes just a week after Nielsen announced an agreement to acquire DV for roughly $2.15 billion.
Why This Matters:
Pangle is TikTok’s mobile app ad network, and it’s admittedly huge. TikTok says the network spans nearly 400,000 apps globally, per its June documentation. The company also puts its daily active user reach at 2.9 billion via app traffic.
For advertisers, Pangle offers a way to extend TikTok campaigns beyond TikTok itself, reaching users across a massive network of third-party gaming and non-gaming apps. DV’s expanded measurement gives advertisers more independent visibility into the quality of that inventory as they scale.
Experts React:
DV’s Steven Woolway, EVP of Business Development, says the expansion builds on its broader measurement integration with TikTok.
“Adding support for Pangle is an exciting milestone in DV’s partnership with TikTok. This partnership enables brands to drive quality reach across their mobile app advertising and helps them protect brand equity across a broad range of markets.”
Our Take:
What makes Pangle particularly interesting is that TikTok’s well-regarded campaign targeting can extend beyond the core TikTok app through Pangle.
TikTok has one of the more impressive data and AI-driven targeting engines in advertising, built on massive amounts of time spent with vertical video and the gestures and intent signals that come with it. Extend that across a third-party network with enormous reach, and it’s a pretty compelling proposition, especially with independent measurement (cough, cough) layered on top.
AdTechRadar is owned by Chris Harihar, an EVP at Mod Op. DoubleVerify is a Mod Op client.
