About media agency partnerships in TikTok Business Center

Last updated: November 2025

Forming a media agency partnership is a process that officially recognizes an agency as the primary media buying and executing partner for a client's ad accounts within the Business Center. This allows for clear tracking of which agency is responsible for managing and spending on specific ad accounts, especially when clients own their ad accounts but grant agencies access to manage them, which is our recommended best practice.


Benefits

  • Greater visibility: Both agencies and clients can easily see the primary media buying and executing agency for each ad account.

  • Self-serve management: Both agencies and clients can initiate media agency partnerships or modify existing partnerships directly within the Business Center.

  • Better tracking of agency impact: Clients can gain insights into the effectiveness and performance of agency-managed ad accounts, enabling them to assess agency contributions more accurately.



Features

  • Transparent media agency partnerships: Agencies can see which ad accounts they are designated as the primary media buying agency for, and their clients can view the designated agency for their accounts.

  • Streamlined partnership formation: Agencies and their clients can form media agency partnerships through various processes such as when requesting access to ad accounts or when assignkng partners ad account access.

  • Self-serve partnership termination: Both agencies and their clients can terminate the media agency partnership at any time.

  • Access verification reminders: Agencies can access the proactive notification on the Agency Business Center's Partner page that highlights established media agency partnerships where the agency is missing necessary ad account access.

  • Dynamic access role management: Agencies' clients can modify the level of access to specific ad accounts shared with agencies directly from the Partner tab.

  • Flexible partnership start date: Agencies have the ability to adjust the start date of a media agency partnership in a self-serve manner from their Agency Business Center.



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