As TikTok’s popularity soars, brands want its ad services to grow too. Big-name advertisers such as Ralph Lauren, Chipotle, Eos, Too Faced and Elf have already experimented with marketing on the platform, and campaigns are going viral with young consumers thanks to “the ability to run campaigns with sound as it is native to the way users watch content on the app.” But apprehensive advertisers say that TikTok will need to scale up to fix problems like a buggy self-serve platform, few metrics, and unpredictable sustainability. (Digiday)
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