ByteDance-owned TikTok has partnered with The Trade Desk to allow advertisers to directly access premium TikTok inventory across Asia Pacific via The Trade Desk platform. According to TikTok, it is the first short-form video platform to integrate its ad offerings with The Trade Desk.
The integration with The Trade Desk aims to allow advertisers to incorporate TikTok into their campaigns. PepsiCo will be the first client to access TikTok inventory via The Trade Desk, running a campaign for the Lays portfolio in Thailand, with its media agency Mindshare.
In addition, campaigns that run on The Trade Desk Platform will be pseudonymous, which means that it does not directly identify people. Clients and partners are prohibited from providing personal data into The Trade Desk platform, underlining TikTok’s commitment to privacy. The partnership will also combine expertise in marketplace quality, blocking non-human impressions before purchase, as part of ensuring brand safety.
Currently, the partnership between The Trade Desk and TikTok covers 11 Asia Pacific markets (including Southeast Asia, India, Australia and Japan) as well as Russia.
Sam Singh, vice president of monetisation, India, TikTok said as the company's advertising solutions scale, TikTok is constantly on the lookout to partner with industry leaders such as The Trade Desk to bring quality and high-performing advertising options to brands in Asia Pacific, including India. He added that the key objective of this is to enable more brands to tap into TikTok's short-form mobile video as part of their omni-channel campaigns.
Meanwhile, Mitch Waters, senior vice president South Asia, The Trade Desk said everyone in this region understands the scope of TikTok’s reach, particularly with smartphone native users in India and Indonesia. Hence, through this partnership, he added that brands will be able to scale their campaigns to include short video, simply and safely.
TikTok has been increasingly generating awareness around its platform, and earlier this year, it partnered with video streaming platform iflix to bring short-form videos to audiences in 13 countries across Asia. Through this partnership, iflix users will be able to access TikTok’s collection of the latest short-form viral videos from around the world. iflix users can also access entertaining and genuine short-form content across a variety of categories including travel, comedy, pets, sports,and lifestyle, with more diverse content added regularly.