Inventive Companions Rule TikTok’s Advertising Ecosystem
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“Inspire creativity and bring joy.”
TikTok’s mission statement applies to both advertising and the consumer-oriented product. This week, Melissa Yang, Head of Ecosystem Partnerships at AdExchanger Talks, describes why the company decided to focus on creative partners before areas like bidding and optimization.
“TikTok has become a place where brands can emerge, lower their traditional guard rails, experiment and try to do things differently,” she says.
The platform wants companies to produce TikToks themselves and to be part of the community. But advertisers, even those who are fluent in social media, may not have TikTok-enabled content.
“Consumers are consuming such a tremendous amount of rich and immersive content these days,” says Yang. “It’s a lot of work for brands to keep up. In the area of creative partners, we can build many innovations – both the scaling of production and the underlying technologies and tools. ”
Also in this episode: Ad targeting to TikTok; Prioritizing mental health and safety.