![]() "There's a big win there for them in that respect," especially as TikTok ramps up its e-commerce ambitions, Navarra added. Last month it made search ads available to all advertisers.īy using its own browser, TikTok can maximize the time users spend in the app and could potentially tap into a wealth of data about its users' search and browsing habits, said social media consultant Matt Navarra. It also recently began including snippets of information from Wikipedia and IMDb. ![]() Last year, a Google executive said its own studies had found almost 40% of young people would search for a lunch spot would do so on TikTok or Instagram first over Google Search or Maps.įor TikTok, the addition of a Google option is the latest enhancement it has made to its search function this year. A Google advertising executive testified this week it was losing search advertising market share to the likes of TikTok and Amazon. Google has said users have the choice to change their default search engine in their settings if they so wish. The DOJ has said Google spends $10 billion a year on such deals. News of the TikTok tie-up comes as Google stands trial against the US Justice Department, which has alleged the tech giant maintains its monopoly on search through distribution deals with the likes of Apple and Samsung to make it the default search engine on most mobile devices. "Brands want to quickly reach younger audiences and both platforms have the power to do this if they will learn to work together," Oncescu added. Oncescu said a long-term partnership between Google and TikTok has the potential to substantially boost traffic and ad revenue for both companies. The feature, which is being trialed globally across several different markets, is not an ad unit, the spokesperson said.Ī Google spokesperson said the company had nothing further to share and declined to comment on whether there was a financial agreement between the two companies as part of the partnership. It often indicates a user profile.Ī TikTok spokesperson confirmed the company is experimenting with third-party integrations within the TikTok app, including a test with Google. Account icon An icon in the shape of a person's head and shoulders.
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