In-Feed Ads
TikTok In-Feed ads in the For You feed, at every funnel stage, where results depend on the opening seconds and how fast creative is refreshed.
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TikTok placement
TikTok Ad Network (Formerly Pangle): App Install Ads Beyond TikTok
TikTok Ad Network, formerly known as Pangle, takes TikTok ads beyond the TikTok app into third-party mobile apps: games, utilities and content apps, in video, image and app open formats. Advertisers in Türkiye can select it directly as a placement in TikTok Ads Manager. We usually switch it on in app install campaigns once reach in the TikTok feed starts to saturate.
Purpose and appearance
What do we use this format for?
We use TikTok Ad Network to reach users a mobile game or app can't reach in the TikTok feed, at the moments they spend in other apps. Users install the app between levels or at the end of a rewarded video. We measure post-install registration and purchase events with an MMP and keep budget only in the ad groups that generate these events.
Funnel stages it serves
- Awareness
- Consideration
- Conversion
- Loyalty
What is TikTok Ad Network, and where do the ads appear?
According to TikTok, the network covers about 400,000 apps across more than 40 gaming and non-gaming genres. Here, users don't see ads in the TikTok feed but between levels of a puzzle game or while opening an app. Because the viewing context is different, we don't expect a creative that works in the TikTok feed to deliver the same result here.
With rewarded ads, users watch the video to the end and receive a reward inside the app; interstitial ads open full screen when a game is paused or a level ends. In the rewarded format, viewing happens in exchange for something. This can make view rates look high while lowering click and conversion quality. That's why we don't measure Ad Network performance by view rate but evaluate it by in-app events that follow the install.
Why we test the Pangle placement in a separate ad group
Ad Network is selected as a placement when the ad group is created, and the placement can't be changed after the ad group is set up. With automatic placement, TikTok distributes the budget itself; that's convenient, but it makes it harder to isolate Ad Network's contribution. During the test period, we run Ad Network in a separate ad group and read its results side by side with the TikTok feed.
- If we see high view rates but few in-app events in the Ad Network ad group, we cut its budget.
- In the creative, we show the app interface or product in the first frame and don't rely on TikTok-specific sound trends.
- With oCPM, we choose among cost cap, maximum delivery, hybrid bidding and target ROAS strategies based on the account's data volume.
- For brand safety, we add the post-bid measurement TikTok offers with DoubleVerify and Integral Ad Science to our reports.
Measuring app install campaigns with an MMP
In app install campaigns, we don't switch on Ad Network without an MMP such as AppsFlyer or Adjust. MMP data shows us which app an install came from and whether it turned into events such as registration or purchase within the first week. Traffic with cheap installs that never produces a single follow-up event is a known risk of in-app ad networks.
We usually plan Ad Network together with Google App Campaigns and Meta App Promotion Campaigns. Because the share of Android users is high in Türkiye, Yandex Mobile App Ads also enter the comparison in some categories. We read cross-channel overlap and new user rate from the MMP's attribution report.
TikTok Ad Network: when do we recommend it?
We recommend it
- Apps already running app campaigns in the TikTok feed that can track 7-day post-install events in an MMP
- Accounts whose reach in the TikTok feed has started to saturate and that are looking for additional audiences
- Categories close to in-app ad viewers, such as games, utilities and entertainment apps
We don't recommend it
- E-commerce accounts targeting website sales that can't measure the quality of traffic from outside the app
- Regulated brands with very strict rules about which apps their ads appear in
- New accounts that don't yet have a winning creative or conversion data in the TikTok feed
How we manage TikTok Ad Network
- MMP checkWe test that installs and in-app events are passed correctly to TikTok through the MMP.
- Separate ad groupWe run Ad Network in an ad group separate from the TikTok feed and give it a comparable budget.
- Network-specific creativeWe prepare videos that make sense in an in-app context and show the product in the first frame.
- 7-day event checkWe look at the 7-day post-install event rate and filter out low-quality traffic.
- Budget allocationOnce Ad Network's contribution to new users is clear, we re-split budget with other app networks.
TikTok Ad Network: metrics and requirements
Metrics we track
- Cost per install
- In-app event rate
- 7-day retention
- ROAS
- New user rate
What you need to get started
- TikTok integration with an MMP such as AppsFlyer or Adjust
- App Store and Google Play links
- Vertical and horizontal videos suited to an in-app context
- Data from a TikTok app campaign that has already been running
Official sources
The Brand Move TikTok Team
Contact us nowTo learn more about TikTok Ad Network or other TikTok ad formats, contact The Brand Move TikTok team today.
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Frequently asked questions
TikTok Ad Network: frequently asked questions
Are TikTok Ad Network and Pangle the same thing?
Yes. TikTok renamed the ad network known as Pangle to TikTok Ad Network. Both names can still appear in Ads Manager and help pages; the product is the same. In Türkiye, it can be selected as a placement in both managed and self-serve accounts.
Which ad formats does TikTok Ad Network support?
Interstitial, rewarded, native, banner and app open formats inside third-party apps. Pricing can be CPC, CPM or oCPM, and with oCPM you can choose cost cap, maximum delivery, hybrid bidding or target ROAS.
Can we see which apps our ads appear in?
TikTok offers transparency into where ads are shown, plus post-bid brand safety measurement through DoubleVerify and Integral Ad Science. We turn these reports on at launch and cut budget if delivery concentrates in unexpected app categories.
Should we use TikTok Ad Network in website sales campaigns?
Generally no. Someone seeing an ad inside an app is less likely to switch to a browser and buy than someone in the TikTok feed. For web sales, we test it only in a separate ad group with a limited budget.
Why are rewarded video view rates so high?
Because people watch to the end in exchange for an in-app reward. High view rates can hide weak click and conversion quality, so we judge Ad Network by registration and purchase events after install, not by view rate.
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