TikTok opened its external advertising network this Monday (5) to campaigns targeted to the United States, allowing advertisers to expand the distribution of ads to nearly 400,000 apps beyond its own platform. TikTok Ad Network, formerly Pangle, now operates in the U.S. as its 48th market.
The network reaches more than 1 billion active users daily through traffic from these apps. Advertisers can extend existing campaigns without creating a new structure, using TikTok Ads Manager itself to distribute budget between TikTok and participating apps.
The inventory includes apps from more than 40 gaming categories and other segments, divided into about 300 subcategories. The expansion puts TikTok in a position closer to platforms that already sell media outside their own environments, expanding the available space to capture advertising budget.
Network expands reach beyond TikTok users
According to internal company data, 50% of users reached by TikTok Ad Network do not use TikTok, equivalent to about 95 million incremental users. Among people present both in the main app and in the external network, the company says the distribution generates 31% more touchpoints than campaigns restricted to TikTok.
TikTok Ad Network can be selected as one of a campaign's placements. The system uses audience data and automated optimization to direct delivery between TikTok and the external inventory according to performance. The network supports models such as CPC, CPM and oCPM.
In internal tests disclosed by the company, campaigns distributed across different placements recorded 65% lower CPA, 63% higher ROAS and 14% higher budget utilization. The numbers are based on TikTok's own measurements and may vary according to campaign, audience and market.
The company also integrated third-party verifications from DoubleVerify and Integral Ad Science for metrics related to brand safety, invalid traffic and impression quality. Advertisers also receive controls over the places where ads can be displayed.
The opening of the network in the United States was announced during Advertising Week New York, along with new commerce, lead generation and artificial intelligence automation tools. TikTok Ad Network is already generally available for campaigns targeted to the U.S. market.
