Ad buyers have a familiar list of shortcomings when it comes to TikTok: a mostly manual ad-buying process, a small sales team and key features missing like shopping inside ad placements and the lack of an open-source ads API.

For now, buyers are putting up with the hassles — and that’s because TikTok is the hottest app of the moment. The year-old app from Beijing-based ByteDance, just surpassed 1.5 billion downloads on Google Play and the App Store, according to Sensor Tower, with lifetime user spend reaching $175 million worldwide.

TikTok does seem to be addressing buyers’ concerns: It has begun scaling its sales teams, especially in the U.S. Still, buyers wish the overall process for buying ads on TikTok was more streamlined and involved less paperwork that’s also easier to decipher.

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