TikTok takes another step in becoming a more formidable shopping platform with the new Publicis partnership. The ad holding group is one of the largest in the world, meaning it could create a fresh pipeline of blue-chip brands to the video-sharing app. Publicis has recently made other moves to deepen its expertise in commerce and retail media. Last month, it acquired CitrusAd, a platform that helps brands optimize their marketing performance on e-commerce sites.
