Author: Krystal Scanlon

TikTok is no longer asking brands to repurpose their mobile content for billboards, it’s building the billboard creative from scratch.

This shift is at the heart of TikTok’s preferred partnership with Vistar Media, which is responsible for translating TikTok’s creative into formats that work across out-of-home screens.

“When agencies or brands are creating really compelling campaigns on platform, they are vertical. We need great partners to be able to reformat and reimagine these TikTok ads for screens of all different shapes and sizes,” said TikTok’s global head of media and licensing partnerships, Dan Page, adding that the platform only works with a “handful” of partners for “out-of-phone” — TikTok’s play on out-of-home.

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Publishers have weathered every digital headache going — ad tech tax, murky supply chains, algorithm whiplash — but there’s a new one that, even in passing, makes jaws tighten: third-party content scraping.

For some publishers, it lands as an even bigger affront than the ad tech tax they’ve spent years navigating — not a share of the pie, but the pie itself. 

One publishing exec, who agreed to speak on condition of anonymity so he could speak freely, likened the new crop of AI data brokers to ad tech middlemen running demand-side platforms (DSPs) for content. “We’ve got all these 30 40, 50 startup DSPs for content, but they’re taking a 100% fee,” he said. “That is the market that we are seeing emerging now.”

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