TikTok has inked a partnership with media holding company WPP that will give its media clients early access to the social platform’s emerging services. With 1 billion monthly active users – the app has been downloaded more than 2.6 billion times worldwide as of December.
According to MediaPost, there’s no word on how the partnership will affect or influence the pending deal between Oracle and TikTok, but the partnership with TikTok gives WPP's advertisers early access to the social media's ad products in development. That includes a partnership on marketing API integrations and formats such as augmented reality. Subversive, a WPP company, was one of the first TikTok Effects Partners.
“Our clients want new and innovative ways to reach consumers,” stated Mark Read, CEO of WPP. “TikTok has quickly demonstrated the power of mobile video and the many opportunities that exist for brands to engage in meaningful and creative ways on its platform.” TikTok also plans to build a diverse creative community to partner with WPP and facilitate exclusive opportunities for collaboration with select advertisers.
With this partnership, WPP becomes the Lead Agency Development Partner to new creator-focused APIs, which will also build in its methods on brand safety and data signals. New solutions are intended to enable brands to gain deeper insights on creators, connect with diverse voices and have early access to these creators for their campaigns.