TikTok is following Snap and Facebook by launching an audience network, which means it desires to make extra money from advertising that appears on alternative apps.
Having an audience network implies that when advertisers purchase ad spots on TikTok, they can additionally purchase ad spots on alternative apps at constant time. The network is presently accessible in Japan, and a report in industry publication AdWeek suggests it’s being tested in East Asia, as well as in China, where the app is known as Douyin. It’s unclear whether or not it’ll be extended to other markets.
Facebook has had its own audience network since 2014, and claims that advertisers see higher click-through rates as a result — and after all, it additionally means more ad dollars for Facebook. Snapchat launched its audience network in April, declared at its Partner Summit in Los Angeles, as it struggled to keep up user growth.
TikTok has taken the social media world by storm, being the number one most downloaded app on iOS globally in 2018. Its main financial gain source are purchases individuals make through the app — people purchase virtual currency, which they then gift to content creators.
It is principally utilized by teens and pre-teens and permits users to make and share short videos, and has 500 million active monthly users, compared with Twitter’s 326 million; however its ad business seems to be presently small, with advertisers having to register to its “create an ad” page before being contacted by a sales rep.
The app has come under fire within the U.S. and U.K. for a way it collects children’s info. The Federal Trade Commission penalized it $5.7 million in February for illegally collecting such info, and in July the U.K.’s info Commissioner’s officedeclared it’s investigateing whether TikTok had violated the EU’s General data Protection Regulation (GDPR).
TikTok is owned by Chinese giant ByteDance, a private company reported to be value $75 billion. It additionally owns news aggregator Toutiao, video-message app Duoshan and Indian social network Helo.
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