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16 Mar 10:00 GMT / 06:00 EST

The Drum Digital Transformation Festival launch

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Gordon Young
Editor-in-chief at The Drum

TikTok picks The Trade Desk to monetise its inventory

TikTok believes its integration with The Trade Desk will make it easier for advertisers to incorporate TikTok.

TikTok is integrating its ad offerings with The Trade Desk to allow advertisers to directly access its inventory across Asia Pacific.

Pepsico is the first client to access TikTok inventory through The Trade Desk, running a campaign for its Lays brand in Thailand, together with Mindshare.

TikTok believes its integration with The Trade Desk will make it easier for advertisers to incorporate TikTok into their campaigns.

"As our advertising solutions scale, we're always looking to partner with industry leaders like The Trade Desk to bring quality and high-performing advertising options to brands in Asia Pacific, including India,” said Sam Singh, the vice president of monetization for India at TikTok.

“The key objective of this is to enable more brands to tap into TikTok's short-form mobile video as part of their omnichannel campaigns.”

TikTok has been working to improve its fledgeling ad offerings, especially around analytics and measurement, as more brands like Colgate and Zalora tap into the platform to reach new audiences.

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