The news: TikTok has introduced an advertising feature called the Search Ads Toggle that allows advertisers to place their ads within TikTok's Search results page. The feature is now available broadly in the US, with testing underway in other regions.
Why it matters: TikTok's first ad placement based on user searches should allow the app to make inroads into search marketers’ budgets—and catch up to players like Instagram and Pinterest, who’ve had this feature for awhile.
Our take: The Search Ads Toggle is a significant development for TikTok and its advertising ecosystem.
Go further: Read our recent Social Search report.
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