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TikTok introduced a slew of new advertiser tools at the company’s annual advertiser summit on June 3rd. The new products range from AI-powered ad tools to new features connecting creators and brands, but the overall picture is clear: advertiser content on TikTok is about to become much more tailored and specific.

The company will give brands precise details about how their target audience is using the platform — including AI-generated suggestions on ads to run. Using a tool called Insight Spotlight, advertisers will be able to sort by user demographics and industry to see what videos users in the target group are watching and what keywords are associated with popular content. In an example provided by TikTok, an AI-generated suggestion recommends that a brand “produce video content focused on ‘hormonal health’ for female, English-speaking users” and to include a specific keyword. Another feature in Insight Spotlight analyzes users’ viewing history to identify types of content that are bubbling up.

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