TikTok to launch ad product that will give premium content creators 50% cut

TikTok said on Wednesday it is launching a product that well let advertisers place ads alongside content produced by premium publishers, half of the ad revenue from which will be shared with those publishers.

The social media platform said brands including Buzzfeed, DotDash Meredith, NBCUniversal, UFC and WWE will be the first to join at the launch of the product called Pulse Premiere on May 4.

It is an extension of TikTok’s Pulse program, which lets marketers place their brand next to the top 4% of content on the platform, the company said.