TikTok has launched a commercial content library to provide transparency around its paid advertising.
Marketers will be able to use the database to research information about paid TikTok ads, as well as other content of a commercial nature, such as:
The advertising creative. Advertisement publication dates. Main parameters used for segmentation (eg age, gender). Number of people the ad was served to.
Why we care Having access to this data can give marketers a better understanding of campaign performance and TikTok’s algorithm. This key information will help reveal which creatives work, which ideas don’t, and more. Having this data at hand will allow marketers to make more informed decisions, potentially maximizing reach and ROI.
the rules Access to TikTok’s commercial content library is available to everyone globally. However, data is only available for Europe.
TikTok said its team is already working on ways to include ad data from more countries, such as the US, in the future. But the date of this release is not yet confirmed.
Bonus added. In addition to the launch of the ad transparency library, TikTok is also giving marketers access to a Commercial Content API.
To use the commercial content API, marketers will need to create a TikTok developer account and submit an access request, which will then be reviewed by the platform team to reduce misuse of the data.
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What TikTok said. TikTok announced the launch of its ad transparency library on its official blog. A spokesman said:
“We tested an initial version of the Commercial Content Library with researchers and civil society to gather feedback over the past few months before making it more widely available.” “Based on our testing and expert input, we’ve added the ability to perform precise searches, include more targeting parameters, and better data quality, among other updates.” “We value feedback on where we can improve both APIs. We’ll continue to respond with updates to better support independent research and transparency on TikTok.”
deep dive Read the official TikTok blog publish to learn more about their ad transparency library.
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About the author
Nicola Agius is Search Engine Land’s paid media editor after joining in 2023. She covers paid search, paid social, retail networks and more. Prior to that, she was Director of SEO at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for various websites. He has more than 15 years of experience in journalism and previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). He also previously partnered with SEO agency Blue Array to co-author the Amazon best-selling book “Mastering In-House SEO.”
