NewFronts 2024: As ban looms, TikTok invests in generative AI and Pulse

TikTok is attempting to soak up media budgets while it still can at the 2024 IAB NewFronts. 

Despite facing a U.S. ban in early 2025 if ByteDance doesn’t divest TikTok’s U.S. assets or win its court battle, the short-form video app is introducing new ad offerings within its Pulse platform, which allows brands to advertise on its For You page, and expanded measurement partnerships.

Here are the updates:

• Generative AI will now curate trending and brand-suitable content within Pulse.
• TikTok added Paramount Global and the NHL to its list of Pulse Premier Partners, giving them additional control and predictability to place their ads directly after content from premium publishers on TikTok’s For You page. 
• Pulse partners can also access lineups designed to cover tentpole moments, such as the Paris Olympics and the Met Gala. TikTok expanded the suite of its Premiere lineups to include IP from NBCUniversal and Paramount.
• TikTok has partnered with iSpot.tv and Nielsen One Ads to improve its measurement offering. Through iSpot.tv, advertisers can measure the incremental reach of their TikTok campaigns against a linear TV component. Nielsen will also offer cross-media reach measurement across mobile, computer, linear TV and connected TV.