TikTok is set to surpass Twitter and Snap in ad revenue in 2022: here are the 12 top execs making it happen

• TikTok’s ad revenue is expected to triple to $11.64 billion this year, and it’s been hiring aggressively to meet that goal.
• It’s poised for a growing battle with Facebook, which acknowledged TikTok is eating into its ad business. 
• Insider identified 12 of the most important execs powering its ads business.

At 1 billion monthly active users, TikTok dominates short-form social video and poses a serious threat to social giants like Facebook as it pulls dollars from traditional and digital ad budgets.

And it’s just getting started. TikTok’s ad revenue is set to triple to $11.64 billion this year over 2021, surpassing the combined ad revenues of rivals Twitter and Snapchat, according to Insider Intelligence.

It’s also experimenting with e-commerce through TikTok Shopping and building out its creator marketplace to connect brands and influencers directly.