a new portal aimed at advertisers, TikTok For Business — the culmination of its months-long roll-out of new ad products. The platform provides information on all of TikTok's existing ad options — like its Brand Takeovers and Hashtag Challenges — and through it, the company introduced its new augmented-reality filter product.Its collection of new ad products present opportunities for brand marketers, but performance marketers may want to hold off for now.
While performance marketers may find it best to hold off at the moment, more relevant ad products do appear to be in the works: For example, TikTok's recent with adtech company Sprinklr could help the platform expand its targeting options in the near future. TikTok has evolved from just an experimental platform to an increasingly important part of brands' marketing strategies. In addition to greatly improving its ad offerings, the platform also saw skyrocketing growth during the pandemic, jumping 48.3% to 52.2 million monthly unique visitors between January and March this year. The average minutes spent per visitor grew 10.
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