TikTok has announced today the formation of its Marketing Partner Program, which links up advertisers with roughly 20 technology providers across various sectors to help them create, measure, and optimize their campaigns.
The inaugural members of the Marketing Partner Program — all of whom have been personally certified by TikTok — provide services across four key sectors: campaign management, creative development, branded effects, and measurement, the company says. The program is roughly analogous to the YouTube Measurement Program, and is part of TikTok For Business — a recently-launched web platform where marketers can review all of the platform’s ad products, make purchases, track their spending, and glean information about best practices.
“With the launch of TikTok For Business, we’re building new opportunities for marketers to be creative storytellers and meaningfully engage with the TikTok community,” Melissa Yang, TikTok’s head of ecosystem partnerships, wrote in a blog post unveiling the Marketing Partner Program. “We’re thrilled to collaborate with some of the most strategic and trusted leaders in the advertising industry and continue giving marketers access to more tools.”
On the campaign management front, TikTok is bringing into the fold: Bidalgo, Bidshake, Sprinklr, WinClap, and MakeMeReach. Creative Development partners include QuickFrame, Shuttlerock, VidMob, Vidsy, and Cohley. Branded effects providers include Bare Tree Media, Byte, Happy Finish, IgniteXR, Poplar Studio, Subvrsive, Tommy, and Unit9. TikTok’s sole measurement partner to date is Kantar.
Marketers can reach out to partners on a dedicated website, and tech providers can also apply to become a part of the program as well.
The initiative arrives amid substantial turmoil at TikTok, which is tussling with the Trump administration over a prospective ban in the U.S. if its Chinese parent company, Bytedance, fails to divest its U.S. assets by Sept. 20. Most recently, however, those talks have been stalled by the Chinese government, which updated its export control rules to restrict the sale of technology that recommends videos to users, Reuters reports, throwing into question the logistics of a potential sale.