Platforms team on TikTok's short-form video

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Short-form video platform TikTok and The Trade Desk have launched a new advertising partnership for the Asia Pacific, with PepsiCo the first client to access inventory through it.

The company says the integration will make it easier for advertisers to incorporate TikTok into their campaigns. PepsiCo's campaign is for the Lays portfolio in Thailand, with the Mindshare media agency.

TikTok India vice president of monetisation Sam Singh says the key objective is to enable more brands to tap into TikTok's short-form mobile video as part of their omni-channel campaigns.

The Trade Desk's Mitch Waters says everyone in this region understands the scope of TikTok's reach, "particularly with smartphone native users in India and Indonesia.

"Brands will be able to scale their campaigns to include short video, simply and safely."

Campaigns that run on The Trade Desk platform are pseudonymous, meaning they do not directly identify people, with clients and partners prohibited from providing personal data into the platform.

The partnership will also combine expertise in marketplace quality, blocking non-human impressions before they are purchased, thus ensuring brand safety, the partners say. Currently it covers 11 Asia-Pacific markets (including Southeast Asia, India, Australia and Japan) as well as Russia.

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