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That’s right, the drop everything and take a pic app snagged themselves a TikTok exec and

announced the launch of its native advertising platform in the United States

The goal is to pull a Snapchat and “focus on positivity”

ad formats are meant to mirror the user experience, according to the brand. Targeted in-feed ads are integrated into the flow of the platform’s content for low-friction engagement, while takeovers offer brands exclusive ad placement for one full day.

Of note in the Marketing Dive post, 40 million monthly active users, heavily Gen Z