Publishers are playing with TikTok, but monetizing the short-form video app is still in early stages. NBC News, ESPN, and iHeartRadio all have ramped up their content production, but other major social media publishers, like BuzzFeed and CNN, are still notably absent. However, more media companies and brands may be incentivized to explore how to reach the app’s young users soon with the upcoming debut of a biddable advertising tool. (Digiday)
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