TikTok is blazing hot with advertisers these days, but because its platform is still so new in the U.S., there are a lot of features and functionality that agencies can only wish for right now. Digiday outlined those desires, and among those items are API access, self-serve platform, and shoppable ad features.
In addition to API access, PMG’s Carly Carson shared that she also wants third-party ads service across all ad types and the ability to integrate CRM. “All of those are table stakes to get TikTok to be a more evergreen partner of brands rather than a testing partner. They help connect brands to the right consumers on the platform,” said Carson.
Shoppable ad features is also high on Carson’s list, but in balance with “content [that] all feels so authentic to the platform.” She added, “I would hate to see that get watered down by too much ad inventory.”