TikTok’s ad network bet: More reach, more budget

“TikTok’s signal is one of the strongest in the market, and carrying that signal off-platform — especially to retarget engaged users on longer purchase paths — could be a real performance opportunity.”

Our Performance Media Supervisor, Zéa Hirsh, connected with Krystal Scanlon at Digiday to break down TikTok’s ad network expansion and what advertisers really need to see before shifting budgets.

As Zéa pointed out, while the potential is high, scale alone isn’t enough:

“For us, the question isn’t simply whether TikTok can put an ad in another app. It’s whether that placement gives us incremental reach to a valuable audience in a context that makes sense for the brand. That’s the value.”

Read the full piece on Digiday.