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TikTok is addressing algorithm ambiguity by offering partners more predictable media buys.
Ahead of its NewFronts presentation on May 4—which will be a “closed-door event” not open to the media—the platform has outlined its plan to give advertisers more control over ad placements, with its Pulse Premiere offering taking center stage.
Pulse Premiere is TikTok’s latest effort to position paid content as more of an entertainment addition rather than an interruption, a strategy that the platform has boasted since its early days.
By offering paid brand placements directly after content from its network of “premier publishers,” which includes Condé Nast, Dotdash Meredith and Hearst, the platform wants to both sell brand safety and propose increased ad ROI.