This website uses cookies to ensure you get the best possible experience. See our Cookies Policy.

PMG Digital Made for Humans

Early Reports on TikTok’s Self-Serve Platform

1 MINUTE READ | January 21, 2020

Early Reports on TikTok’s Self-Serve Platform

PMG’s Carly Carson shared her thoughts about TikTok’s self-serve platform with Digiday, and while there are promising features, there’s still work to be done on the tool, which is currently in beta. Her optimism is shared by others who have had access to it, and it’s that optimism that buoys them to overcome challenges around robust targeting and reporting.

“The platform has most of the bells and whistles of other self-serve social ad platforms,” said Carson, but, it’s “missing a few key reporting metrics.”

She also shared that advertisers want “to see expanded targeting capabilities, such as the ability to target by using hashtags, and a more seamless, less manual customer-relationship-management integration option through an API.”

Insights meet inbox

Sign up for weekly articles & resources.

Her bullishness on TikTok comes with caution, though. Noting that TikTok’s best feature is its user-driven content, she said, “If the curated content can stay true to the highly creative nature of current TikTok content, it could win. But if it’s just a replica of other apps’ approaches to curated content, it might fall flat [with] TikTok users.”


Posted by David Gong

Related Content

thumbnail image

Get Insights

PMG Portfolio Trends: Brands Move to Diversify Social Investments

7 MINUTES READ | November 16, 2021

Get Informed

PMG and Beats by Dre Win Award for TikTok Campaign

2 MINUTES READ | October 29, 2021

Get Informed

Third Quarter Big Tech Earnings Shed Light on Privacy Impact

5 MINUTES READ | October 28, 2021

Get Informed

How Social Apps Are Evolving

6 MINUTES READ | September 9, 2021

Get Informed

Snap Bets Big on Commerce and Community

4 MINUTES READ | May 26, 2021

Get Informed

Introducing the Social Audio Wars

6 MINUTES READ | April 27, 2021

thumbnail image

Get Informed

The Year of Streaming, and the Decline of Communal Experiences

7 MINUTES READ | March 17, 2021

Get Informed

Preparing for iOS 14 & the AppTrackingTransparency Framework

5 MINUTES READ | January 29, 2021

All POST