The annual Cannes Lion International Festival of Creativity officially kicked off on June 20 and will run until June 24. The Festival hosted a number of managers from different apps and social media platforms, where they shared future plans and current challenges for their respective apps.
Among these executives, TikTok’s operational team was also present and enlightened the audience on the future projects they are currently working on, as reported by AdAge. The main goal is to bring more advertisers to the platform. Right now, TikTok facilitates hundreds of thousands of different advertising brands, and they plan to grow that number into the millions.
According to the executives, this goal can be achieved by adding new options and running the newly developed programs that will work to ensure the quality of advertisements served on the platform.
In response to Apple’s latest approach to limiting user tracking, TikTok is exploring other ways to target its audience with user-specific ads. This can be achieved through contextual targeting, as explained by Ray Cao, the global head of monetization and managing director of TikTok.
Separately, the short-form video platform is also considering working on brand safety protocols, as this led some advertising brands to be cautious some time ago.
According to European Brand Safety Manager Francis Stones, TikTok has updated its review process. Previously, it was only used to review images, but under the new security protocol, audio, text and even emojis are scanned to ensure that advertising marks are not associated with things that may cause problems for advertisers.
Finally, the platform pushes the limits of the shopping experience on the platform. Sofia Hernandez, the global trade marketing manager, announced it at the festival. This will allow brands to take advantage of user-created content. As a result, the digital marketing industry will be able to target more user-specific advertisements. Direct interaction between brands and content uploaders will help both parties due to less negative association concern.
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