Ads, brand safety and shopability get the spotlight from TikTok

The company's first virtual business event aimed to show advertisers it has the tools and partnerships they expect from a social platform.
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As TikTok continues to mature as a social media platform, it should come as no surprise that its first “TikTok World” virtual conference was focused on new solutions to help advertisers reach a growing audience and connect it back to their business objectives.

One area of focus for the platform during the conference was creator collaboration. Among the suite of sollutions the platform highlighted on Tuesday were its Creator Marketplace, where advertisers can search for creators that align with their goals or audience, as well as an API and partnerships with companies Captiv8, Influential and Whalar to manage the process; an open application process to brief creators on a project and have them apply to participate instead; instant landing pages that connect to other pages or content; and a toggle that makes it easier for creators to disclose branded content and paid partnerships.

TikTok also took some time to spotlight new and previously announced tools and partnerships to measure ad performance, including when it comes to things like ad fraud and brand safety. Among the parnterships announced were ones with DoubleVerify and MOAT on viewability and invalid traffic; Kantar and Nielsen for brand lift studies to measure the sentiment among the platform’s users; and with Integral Ad Science, OpenSlate and Zefr on the development of new brand safety and adjacency tools. TikTok also recently released an inventory filter to give advertisers more first-hand control over the content their ads run next to.

The final focus for TikTok – as it has been for most social networks – is creating more of a direct link between content on its platform and ecommerce. TikTok first began piloting TikTok Shopping last month through a partnership with Shopify, allowing merchants to create a tab on their TikTok profile that serves as a mini storefront as well as link back to pages for products tagged in vidoes. On Tuesday, the company announced a similar partnership with merchants using Square and launched sign-ups for an early access program.

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