TikTok Top Feed

Premium mid-tier in-feed ad placement within TikTok's proprietary ad product suite, positioned between standard auction in-feed ads and TopView

TikTok Top Feed is a managed ad placement product offered by TikTok (owned by ByteDance) that operates within the platform's Reach & Frequency buying framework. It guarantees advertisers the first in-feed ad position users encounter after scrolling past a set number of organic videos, providing a high-visibility slot without the full-screen takeover of TopView. This makes it a compelling mid-tier option for brands seeking premium placement with predictable delivery. As a Reach & Frequency product, Top Feed allows advertisers to plan campaigns with guaranteed impression volumes and controlled frequency caps, which is particularly valuable for brand awareness and product launch campaigns. Unlike auction-based in-feed ads, Top Feed removes uncertainty around delivery, enabling media planners to forecast reach curves and budget allocation with confidence. It is typically purchased through TikTok's managed sales team or select agency partners. In the broader AdTech ecosystem, TikTok Top Feed sits between standard In-Feed Ads (auction-based, self-serve) and TopView (full-screen takeover on app open) in terms of cost and prominence. It appeals to mid-to-large brand advertisers who want premium positioning and guaranteed delivery but may not require or afford the exclusivity of TopView. As TikTok has grown into one of the world's largest social media platforms, its premium ad products like Top Feed have become increasingly significant for brand advertisers seeking younger, highly engaged audiences.

• 2017Founded