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TikTok is letting brands only pay if people actually watch their ads.
The buzzy platform is launching Focused View Thursday, where brands only pay for ads when users voluntarily watch them for at least six seconds or interact with the ad during its first six seconds—whichever occurs first.
The announcement is part of a slew of updates, including improvements to its TikTok Creator Marketplace and new tools for creators and entertainment brands, that the social platform is showcasing later Thursday at its second annual TikTok World, a global product summit for brands.