TikTok ‘Pulse’ puts ads next to top 4% of content

New tracking pixels and contextual tools show TikTok is gunning for Meta, offering advertisers placement next to top-performing, safe content, while measuring buyer intent in new ways.

TikTok ‘Pulse’ puts ads next to top 4% of content

TikTok has introduced a new contextual advertising solution called TikTok Pulse.

Advertisers can use Pulse to place their ads next to the top content in TikTok’s ‘For You’ feed, which features content from the top 4% of all videos getting the most engagement on the platform.

The Pulse solution provides tools and controls to help users manage their presence within this environment. It will offer 12 categories to brands, including beauty, cooking, fashion and gaming.

How it works

Buyers can purchase inventory through TikTok Ads Manager on a fixed CPM (cost per thousand impressions). It also offers filters to ensure that ads through the Pulse platform are running on verified, brand-suitable content, the firm explained in a statement.

TikTok said its proprietary inventory filter will ensure that ads deployed via TikTok Pulse run next to “verified content with our highest level of brand suitability applied on the platform.” 

Post-campaign measurement tools, including third-party brand suitability and viewability verification providers, are designed to help brands analyse the effectiveness of their campaigns.

Incentivising creators with revenue share programme

To support and incentivise the Pulse launch among its creators, TikTok has launched its first ad revenue share program. As part of the programme, creators with a minimum of 100,000 followers will receive 50% of the ad revenue if their videos are featured.

Only those creators, media publishers and public figures with a 100,000-follower minimum will be eligible for the program during its initial stage.

The company said in a blog post, “On TikTok, moments lead to movements, and brands can now tap into these moments as they happen on the platform.”

The company wrote: “We’re focused on developing monetisation solutions and available markets so that creators feel valued and rewarded on TikTok. From the very beginning, we’ve committed to working with our community to bring new features that enrich the TikTok experience, and we look forward to continuing that journey with TikTok Pulse.”

First party tracking pixel and cookie requirement

The move follows TikTok’s announcement of a first- and third-party tracking pixel as it deepens its attribution capabilities. 

Now advertisers on the platform have the ability to add first-party cookies to its site conversion pixel, which allow advertisers to track site activity and attribute ads across browsers. 

TikTok has also enforced a requirement that advertisers collect and pass it third-party cookies. For comparison, Facebook began offering businesses a first-party cookie option with the Facebook pixel in late 2019, putting TikTok inline with its competitor.