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TikTok Ad Tech Media Planning and Buying

TikTok taps Mediaocean to expand ad sales: ‘Market the way consumers consume’


By John McCarthy, Opinion editor

September 15, 2021 | 3 min read

TikTok has partnered with media intelligence company Mediaocean to open its inventory to a broader audience and pit it against digital rivals.


TikTok recently overtook YouTube for average watch time in the UK

The software firm, which manages $200bn in annualized media spend, has today opened up the sale of TikTok inventory for brands via an API. In the software, TikTok inventory will be up against other closed ecosystems such as Amazon, Facebook and Twitter. It enables advertisers to build and manage audiences, creatives and bids in real-time.

Mediaocean’s pitch to clients is around ‘closed ecosystem optimization’, getting the most out of the walled garden ad shops from a central piece of software. This product was built upon the Scope by 4C prior to Mediaocean’s acquisition of the company.

With TikTok intent on building a sprawling ad empire to rival the top echelons of social media, striking deals with top ad networks and brand safety firms, it’s also making its media more readily available. TikTok recently overtook YouTube for average watch time in the UK and boasts more than 100 million monthly average users in Europe and in the US respectively.

Anupam Gupta, chief product officer at Mediaocean, said: “Modern brands need to market the way consumers consume – and this requires the agility to bring new and emerging channels into omnichannel advertising operations. TikTok has become an unmissable platform for brands and we’re excited to incorporate it into our closed ecosystems solution.

“Our integration with TikTok will create efficiencies in the planning and buying process as well as improved performance through audience segmentation, creative optimization and bid management.”

The deal puts TikTok inventory in front of all major agency holding companies which it claims use the software, as well as numerous large indies. All in, Mediaocean delivers more than one trillion monthly ad impressions.

This follows Mediaocean’s recent acquisition of Flashtalking, adding on extra layers of creative personalization, identity management and verification within its system.

As well as the top players, TikTok is also pursuing a slice of SME action, currently enjoyed by Facebook. Its SME boss talked The Drum through these efforts earlier this year.

TikTok Ad Tech Media Planning and Buying

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