TikTok has entered a programmatic ad deal with The Trade Desk in the Asia Pacific region.

As part of the partnership, advertisers will gain direct access to TikTok inventory.

“We are delighted to launch this partnership with TikTok across Asia Pacific,” said Mitch Waters, Senior Vice President South Asia, The Trade Desk. “Everyone in this region understands the scope of TikTok’s reach, particularly with smartphone native users in India and Indonesia. Brands will be able to scale their campaigns to include short video, simply and safely.”

The integration means that many advertisers can now incorporate TikTok into their campaigns.

PepsiCo will be among the first companies testing the new inventory deal by running a campaign in Thailand.

“As our advertising solutions scale, we’re always looking to partner with industry leaders like The Trade Desk to bring quality and high-performing advertising options to brands in Asia Pacific, including India. The key objective of this is to enable more brands to tap into TikTok’s short-form mobile video as part of their omni-channel campaigns,” said Sam Singh, Vice President of Monetization, India, TikTok.

All campaigns run on The Trade Desk platform are pseudonymous, which means that they don’t directly identify people and partners are prohibited from sharing personal data.

For starters, the partnership will cover 11 Asia Pacific markets.