TikTok partners with Mediaocean to enable marketers to plan, buy and optimise ads

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September 15, 2021

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The fastest-growing social media platform of 2021 announced a collaboration with the global platform for omnichannel advertising to integrate their ads.

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Ella Sagar Ella Sagar is a reporter for The Media Leader and leads our audio and out-of-home coverage. She joined in September 2021 and has a gold standard NCTJ. She previously wrote for the South West Londoner, Ealing Times, and The Hillingdon Times. At the University of Leeds, she received a First Class Honours Degree in French and Spanish with distinction in speaking and during her time there regularly presented radio shows on Leeds Student Radio, wrote for the student paper The Gryphon and was editor of Her Campus Leeds.

Tiktok announced a contract with Mediaocean to integrate their ads today.

The partnership will enable brands and agencies to plan, buy, measure, and optimise their ads on the video platform by using the global omnichannel advertising company’s centralised ad management tool.

Anupam Gupta, chief product officer at Mediaocean, said: “Modern brands need to market the way consumers consume – and this requires the agility to bring new and emerging channels into omnichannel advertising operations.

“Our integration with TikTok will create efficiencies in the planning and buying process as well as improved performance through audience segmentation, creative optimization, and bid management.”

Mediaocean, which says it manages a quarter of all global media spend, delivers over one trillion monthly ad impressions on their platform which consolidates media intelligence, management and finance capabilities.

It also recently acquired ad tech company Flashtalking to further enhance its digital ad technology.

TikTok has now overtaken YouTube for average watch time per user in the UK, according to App Annie analysis, with 100 million monthly average users in the US and the same again in Europe.