At NewFronts ‘24, TikTok unveiled major updates to its advertising offerings. The company introduced new features within its TikTok Pulse Suite, granting advertisers greater choice and control over the context in which their ads appear, as well as new cross-media measurement capabilities.

A key announcement was the introduction of “Pulse Custom Lineups,” which leverages generative AI technology to curate a selection of the platform’s hottest, brand-suitable trending content tailored to specific marketing needs. With this feature, the company aims to provide more precise and relevant content adjacency for advertisers.

TikTok also revealed “Pulse Premiere Tentpole Moments,” a collaboration with partners to offer special Pulse Premiere lineups designed to cover tentpole events and cultural moments. These include the Paris Olympics Games from NBCU and The Met Gala from Vogue.

Furthermore, the tech giant expanded its “Pulse Premiere IP Lineups,” allowing advertisers to buy against specific networks and intellectual properties from NBCU and Paramount Global. This includes shows like Saturday Night Live, America’s Got Talent, MTV, and CBS Sports.

In terms of partnerships, TikTok welcomed Paramount Global and the National Hockey League (NHL) to its Pulse Premiere program, joining existing partners such as BuzzFeed, Conde Nast, and the NFL. Kyle McMann, NHL Senior Vice President of Global Business Development, expressed enthusiasm for the opportunity to engage with passionate fans and expand monetization offerings.

Addressing measurement, TikTok announced new Audience Measurement solutions to help brands evaluate the impact of the platform on their media mix post-campaign. The company partnered with iSpot.tv to provide Cross-Media Reach Measurement across campaigns with a linear TV component, detailing the incremental reach of TikTok compared to the TV portion.

Additionally, TikTok teamed up with Nielsen ONE Ads to offer Cross-Media Reach Measurement across mobile, computer, Linear TV, and CTV platforms.