• TikTok, the popular video-based social media platform, launched “TikTok Pulse” a contextual advertising solution that enables brands to place ad content in the TikTok feed. 

• The features of the new ad solution include placing ads among the top 4% of all videos on TikTok, 12 categories in which brands can place their ads next to relevant content, and a proprietary inventory filter that allows brands to place ads adjacent to verified content to ensure brand safety and suitability.  

• Alongside the new solution, the firm also announced an ad-revenue share program, where creators and media publishers with at least 100k followers would be eligible for a 50/50 split of the ad revenue.  

<ul><li> Analyst QuickTake: Video and mobile-based channels are amongst the fastest-growing content consumption channels for consumers. TikTok is following in the footsteps of other firms such as Snap (the firm behind Snapchat), which launched a multi-channel ad marketplace in November 2021. TikTok’s new AdTech solution alongside its ad monetization program for creators could potentially create more content and increase brand marketing spend on the social media platform. Marketing Automation firms specializing in social media marketing campaign automation such as Sprout Social and Hootsuite potentially stand to benefit from this development.</ul>