What is Douyin Ads?

Douyin Ads (抖音广告) is advertising on China’s TikTok (Douyin) and related ByteDance properties via Ocean Engine (巨量引擎). Separate from global TikTok Ads: different app, regulation, payments, console, and audience — mainland China only.

Formats: in-feed short video, live stream commerce ads, search ads, brand challenges, Douyin Shop product ads. Models: CPM, CPC, oCPM/oCPC on purchase/follow/form. Live commerce is a dominant conversion path in China.

Vs. TikTok Ads

GEO. Douyin — CN; TikTok — international (US/EU/SEA, etc.).
Platform. Ocean Engine vs. TikTok Ads Manager.
Commerce. Douyin Shop integrated; TikTok Shop — select markets.

Tracking

Ocean Engine conversion tracking, pixel/SDK. External affiliate trackers are limited; local entities and KOL campaigns dominate. See influencer traffic for the KOL layer.

Compliance

Strict content review; health/finance/gambling licensing. Foreign advertisers almost always need local agencies.