TikTok is the latest platform itching itself as somewhere advertisers can buy inventory it doesn’t own, on top of its own. Advertisers, however, want to know what they’re getting in return.
The platform launched its global TikTok Ad Network (TTAN) to U.S. advertisers at Advertising Week New York, giving them a way to extend their TikTok campaigns across a network of nearly 400,000 “premium” apps worldwide. The ad network, previously called Pangle, is being repositioned under the TikTok Ad Network Name. Though TikTok did not respond to Digiday’s query about which apps are included in the network.
For TikTok, the aim is to become the starting point for more of an advertiser’s budget. If marketers can use its data to find audiences they wouldn’t reach any other way, more of their spend runs through TikTok’s tech where the ads end up appearing. That addresses what Bryce Hamlin, vp of data intelligence at Power Digital sees as the biggest limitation of TikTok’s ads business today: marketers can only advertise to people who use TikTok.
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