“We’ve seen budget shift towards TikTok where it has demonstrated an ability to drive lower-funnel outcomes, particularly in categories where product discovery and purchase intent happen close together.”

As AI reshapes search and discovery, TikTok is strengthening its position beyond awareness and into performance.

Our director of paid media Mark Byrne shares why the platform is becoming a more important part of the performance marketing mix in this latest piece from Digiday.

Click here to read more.