According to forecast data from eMarketer, TikTok recorded $14.12 billion in ad revenue<\/a>s in the U.S. last year and $34.62 billion in ad revenues globally, and that is set to increase to $17.69 in the U.S. and $43.89 billion globally by the end of 2026<\/p>\n But TikTok is entering a market where advertisers already have plenty of ways to extend campaigns beyond individual platforms. Google has done it for years through its Display Network and AdMob, while Meta runs its Audience Network across third-party apps. Amazon DSP lets marketers apply its shopper data to inventory across the open web and streaming. LinkedIn sells off-platform reach through its own audience network.\u00a0\u00a0<\/p>\n \u201cThere are already widely available platforms that do this,\u201d said Farhad Divecha, group CEO of Accuracast. The question, he said, is what would make TikTok\u2019s offering different enough for advertisers to move money from existing providers<\/p>\n For some advertisers, the appeal could be less about replacing existing buying platforms and more about making TikTok campaigns more efficient<\/p>\n Zeno Group\u2019s evp paid media, Shamsul Chowdhury, said that access to network inventory could help reduce CPMs, provided advertisers have enough control over where their ads appear<\/p>\n \u201cThis would be useful if there were guardrails around the types of apps we can control we\u2019d be on, with a clear whitelist or blacklist option available,\u201d he said<\/p>\n Chowdhury added that the additional inventory could make TikTok more competitive if it could lower costs while maintaining or improving performance<\/p>\n \u201cTikTok is already a pretty appealing platform with its CPMs and performance so this would just be icing on the cake if it could not only further decrease CPMs, but also improve ROAS,\u201d he said<\/p>\n However, cheaper inventory is not necessarily the same thing as more valuable inventory<\/p>\n Collective Measures\u2019 performance media supervisor Zea Hirsh said that a TikTok Ad Network is potentially very valuable, but only if the network brings advertisers audiences they can\u2019t already reach<\/p>\n \u201cTikTok\u2019s signal is one of the strongest in the market, and carrying that signal off-platform \u2014 especially to retarget engaged users on longer purchase paths \u2014 could be a real performance opportunity,\u201d Hirsh said<\/p>\n But that opportunity depends on TikTok finding advertisers audiences they can\u2019t already reach elsewhere. To win that spend, it will have to show buyers what they\u2019re getting. Marketers will want to see the quality of the audiences and how transparent TikTik is about how their ads run. Above all, they\u2019ll want proof that the spend drive results they would\u2019ve have got anyway, measured in a way they trust.<\/p>\n \u201cLemon8 is a good example of why scale alone isn\u2019t enough,\u201d Hirsh explained. \u201cTikTok already allows advertisers to extend campaigns to Lemon8 through Ads Manager, and we\u2019ve opted out so far. For us, the question isn\u2019t simply whether TikTok can put an ad in another app. It\u2019s whether that placement gives us incremental reach to a valuable audience in a context that makes sense for the brand. That\u2019s the value.\u201d<\/p>\n Which is why simply adding more inventory doesn\u2019t necessarily mean TikTok will capture more ad budgets<\/p>\n \u201cHaving a larger ad network doesn\u2019t make us move more money into TikTok,\u201d said Lindsay Baker, associate director, social at Crossmedia. \u201cThe real value of TikTok is still TikTok itself, and any extension product would need to prove that the added reach is actually valuable, not just efficient.\u201d<\/p>\n View More October 5, 2026<\/p>\n OpenAI is adding a new format, measurement tools and brand suitability testing as it looks to attract bigger budgets<\/p>\n October 5, 2026<\/p>\n Plenty of creators are making the same bet, and until recently most of them were the biggest names in the business<\/p>\n October 5, 2026<\/p>\n Why this year\u2019s Advertising Week New York feels different (yes, we know we say that every year)<\/p>\n \n En rapport:<\/strong> \n Rejoindre Justfine Infotech<\/strong> et d\u00e9velopper de v\u00e9ritables comp\u00e9tences num\u00e9riques en IA, automatisation, d\u00e9veloppement web, marketing digital, bureautique, e-commerce, travail ind\u00e9pendant et cybers\u00e9curit\u00e9.<\/p>\n Programmes disponibles :<\/strong> WhatsApp :<\/strong>More in Marketing<\/h3>\n
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\nMarketing on Platforms<\/p>\nOpenAI moves to make ChatGPT ads more measurable \u2014 and more visual<\/h4>\n
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\nThe Creator Economy<\/a><\/p>\n\u2018The future is going to be in real life\u201d: IRL events are becoming the new proof point for creator marketing<\/h4>\n
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\nDigiday @ Advertising Week<\/p>\n\u2018We\u2019re all going to live with uncertainty forever\u2019: Advertising Week New York opens amid industry rebuild<\/h4>\n
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