What TikTok Ban? China's Social Media Firm Introduces New Ad Product

TikTok shared plans to launch Pulse Premiere, allowing a privileged group of creators to collect half the revenue from video ads just after their TikTok posts.
The new product promises to dole out similar perks for accounts from select publishers, like Condé Nast, BuzzFeed, Inc BZFD, and NBC, the Wall Street Journal reports.
While Pulse is only available to the top 4% of its creators' posts—based on metrics such as likes, watch time, and comments—the new product will sell ads against all posts from participating publishers.
Many publishers are battling harsh economic conditions, resulting in cost-cutting and layoffs across the industry.
Advertisers have flocked to TikTok to reach its young users. More than 150 million Americans are now on TikTok, the company has said.
TikTok will likely have 2.5% of the U.S. digital ad market this year, and its U.S. ad revenue will likely surge 36% to $6.83 billion. Alphabet Inc GOOG GOOGL Google and Meta Platforms Inc META together will likely capture almost 45% of U.S. digital-ad revenue this year.
The new ad product comes as China's ByteDance Ltd-owned app faced a possible ban in the U.S. TikTok has pushed back against allegations of its ties to the Chinese government and has proposed a $1.5 billion plan to isolate its U.S. operations from China.
Photo by olivier bergeron via Unsplash