TikTok wants to prove it’s an effective ad platform — quickly.
TikTok’s ad platform, available in beta to a select range of agencies, is testing interest-based targeting,
custom audience and pixel tracking, according to four advertising executives. Those options are in addition to targeting by age,
gender, location, operating system and
network on the device. Sales leaders at the short-form video app have been telling agencies
they plan to release this beta version of its
self-serve ad platform more widely in July, sources said. (Adweek first reported plans for a biddable option and more targeting in February.)
With these updates to its ad system, TikTok
is trying to draw in marketers who have an interest in the app however cautious of its
performance. in a March
Digiday+ survey of 231 media buying executives,
respondents ranked TikTok as the platform with the least effective audience
targeting capabilities.
Continue reading “TikTok is testing interest-based ad targeting.”