TikTok launching ad product for publishers, giving a 50% cut, WSJ says

TikTok said it is launching a new product that will make it possible for publishers to sell ads alongside their posts, a shift for the video-sharing app, which historically has focused on independent creators, The Wall Street Journal’s Alexandra Bruell reports. The product, Pulse Premiere, is the evolution of TikTok’s Pulse program, which allows an elite group of creators to collect half the revenue from video ads that appear just after their TikTok posts. The new product will offer similar perks for accounts from select publishers, such as Conde Nast, BuzzFeed (BZFD) and NBC (CMCSA). 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, the company said. Publicly traded companies in the social space include Meta Platforms (META), Pinterest (PINS), Snap (SNAP), Alphabet (GOOG, GOOGL) and Twitter (TWTR). Reference Link