Carly Carson Wants Authenticity, and API Access, from TikTok

1 MINUTE READ | November 20, 2019

David Gong, Senior Content Writer

In many organizations, the first step toward advancing a more durable measurement roadmap is educating stakeholders on how the privacy-first digital media ecosystem works, what’s changing, and outlining clear best practices and next steps for building durable data and measurement programs.

TikTok is blazing hot with advertisers these days, but because its platform is still so new in the U.S., there are a lot of features and functionality that agencies can only wish for right now. Digiday outlined those desires, and among those items are API access, self-serve platform, and shoppable ad features.

In addition to API access, PMG’s Carly Carson shared that she also wants third-party ads service across all ad types and the ability to integrate CRM. “All of those are table stakes to get TikTok to be a more evergreen partner of brands rather than a testing partner. They help connect brands to the right consumers on the platform,” said Carson.

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Shoppable ad features is also high on Carson’s list, but in balance with “content [that] all feels so authentic to the platform.” She added, “I would hate to see that get watered down by too much ad inventory.”