Ray Cao
Global Head of Monetisation Product Strategy and Operations at TikTok. He has worked at TikTok for over four years. Before TikTok, he spent six years at Google scaling Google Shopping globally.
Cao is a practitioner of TikTok’s ‘context, not control’ operating principle and has spoken extensively on the cultural and structural differences between TikTok, Google, and Meta. He is also a practitioner guide for advertisers seeking to understand TikTok’s content graph as distinct from people-graph and intent-graph advertising.