Short video platform TikTok has tested a native audience network for advertisers to target users in East Asia, making it possible for brands to extend their TikTok marketing campaigns to third-party apps, AdWeek reported.

Why it matters: Bytedance has been trying to speed up monetization in overseas markets as competition within China’s content market becomes even more fierce. The company has made a number of personnel changes and experimented with several new ad features for TikTok to facilitate this process.

Details: TikTok’s audience network will allow media buyers to choose between full-page mobile video ads or rewarded video ads—promotional videos that users have the option of watching in full in exchange for in-app rewards—on Apple’s App Store, Google Play, as well as a number of third-party Android stores such as TapTap, Xiaomi, and Meizu.

  • The network currently only serves ads to users in China and Japan, the product’s developer documents say.
  • Media buyers can also choose to apps to avoid for their ad deployment.
  • Facebook and LinkedIn launched similar ad products in 2014 and 2017, respectively.

Tony Xu

Tony Xu is Shanghai-based tech reporter. Connect with him via e-mail: tony.xu@technode.com

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