TikTok courts CMOs as it chases bigger budgets

TikTok is stepping up its efforts to win larger, long-term investment from brands, shifting its focus from scale and experimentation to deeper, more strategic partnerships. As the platform matures, the pitch to CMOs is becoming more commercial, structured and outcome-driven.

Our director of paid media Mark Byrne explains what’s behind the shift, and what it signals for advertisers. As he puts it, the strategy is moving towards “fewer, deeper partnerships capable of unlocking larger budgets,” as TikTok looks to evolve beyond broad adoption into more sustained growth.

Read the full article on Digiday.