Join us Dec. 1-3 in Nashville for the Digiday Programmatic Marketing Summit
The separation between videos and ads in short-form video feeds has been a big complicating factor in short-form video platforms — like TikTok, Instagram Reels and YouTube Shorts — setting up revenue-sharing programs a la YouTube’s program for traditional, long-form videos. But TikTok has actually started to address this issue.
In May, TikTok announced a program called Pulse in which it would run ads against the top 4% of videos on the platform and share ad revenue with the makers of those videos. The platform didn’t explain how this revenue-sharing program would work, though.
In the video featured above, find out how TikTok determines which videos qualify for a revenue split and hear from UM Worldwide’s Stacey Stewart on how TikTok Pulse’s tests with advertisers have fared so far.
More in Future of TV
Future of TV Briefing: YouTube, Tubi top streamers’ share of ad exposure time
This week’s Future of TV Briefing looks at Comscore’s new Score Report that gauges TV and streaming companies’ share of audiences’ ad exposure time.
Future of TV Briefing: TikTok Shop success = small creators + more videos
This week’s Future of TV Briefing looks at how “more videos from smaller creators” is the recipe for success on TikTok Shop.
Future of TV Briefing: Hispanic TV-and-streaming viewership in 4 charts
This week’s Future of TV Briefing looks at how Hispanic audiences spend their time between traditional TV and streaming.