• by Joe Mandese  @mp_joemandese, May 4, 2022

In advance of its NewFronts presentation later today, TikTok unveiled a new contextual advertising option enabling advertisers to “place their brand next to the top content” in its “For You Feed.”

The program, dubbed TikTok Pulse, signals the popular social media platforms embrace of a shift away from so-called behavioral targeting to contextual targeting leveraging the inherent interest of the content users are consuming in real-time.

“Every day we see culture created on TikTok. Small moments can turn into trends that entertain and inspire us -- moments that make us laugh, think, or simply allow us to feel seen and heard,” TikTok said in a statement unveiling the option, adding, “This experience has opened the doors for brands and advertisers to not only put their brand in the center of where culture is created, but to actually be a part of the conversation.”

Specifically, TikTok indicated Pulse will curate the most premium current user content, guaranteeing it is among the “top 4% of all videos” currently accessible on its platform.

TikTok said ad placements will be organized into 12 Pulse lifestyle categories including beauty, fashion, cooking, gaming and others, ensuring they will be “brand safe” and relevant.