TikTok narrows the measurement gap with DoubleVerify partnership

As the amount of ad revenue generated on TikTok continues to rise, buyers are looking for more tools that can measure the impact of their social media campaigns. TikTok provided one of those assets earlier this week when it announced an expanded partnership with software platform DoubleVerify.

The deal brings DoubleVerify’s Authentic Attention technology to TikTok ads. Brands and agencies can use the new measurement tool to track TikTok campaigns at the impression level. By incorporating statistics like viewable time, share of screen, video presentation, and audibility, Authentic Attention delivers precise insights to users.

As digital media budgets have swallowed up bigger and bigger pieces of the advertising pie, the measurement industry has taken some time to catch up. Talk of a “measurement gap” has persisted for years, and buyers continued to beat that drum throughout 2025. An eMarketer report published in June revealed that measurement difficulties are currently the most common pain point for creator marketers.

For the platforms looking to introduce more sophisticated measurement, DoubleVerify has become a trusted partner. It teamed up with Facebook

after the Meta-owned platform drew criticism for fudging video viewership numbers. And when YouTube was in the midst of the Adpocalypse, DoubleVerify showed up to provide needed safeguards.

TikTok and DoubleVerify have worked together since 2021. By implementing Authentic Attention, TikTok is putting its faith in a solution that first debuted on Snapchat earlier this year.

Other platforms have proposed various solutions to bridge the measurement gap. A U.K. nonprofit has proposed ratings that function more like TV while Google has suggested that AI could hold the key to unlocking sophisticated measurement solutions.

TikTok could still try those alternative strategies, but the DoubleVerify partnership is a strong short-term option. After generating $500 million during the recent Black Friday weekend, TikTok is primed for a big 2026 from an ad revenue standpoint. Thanks to DoubleVerify, advertisers will understand why they should stick around on the For You Page.