TikTok Companions with Dentsu on New Marketing campaign Efficiency Monitoring Answer
TikTok is seeking to assist entrepreneurs proceed to trace engagement information, regardless of the gradual shift away from cookie monitoring, by way of a new partnership with Dentsu, which can present various net monitoring by way of Dentsu’s ‘Digital X’ course of.
The brand new course of will allow advertisers to trace person information by way of the TikTok Occasions API, which might be built-in into X-Stack.
As per TikTok:
“Dentsu Digital’s X-Stack Join is a server-side measurement platform that helps advertisers measure on-line behaviors on web sites utilizing server entry logs with person consent. Profiles could be constructed round actions like web site visits, logins, and type entry info.”
Primarily, the mixing will allow higher response monitoring to measure the effectiveness of your TikTok campaigns, whilst cookie monitoring is phased out.
All social platforms are working to offer various monitoring options to make sure that marketing campaign efficiency measurement can proceed, regardless of growing restrictions on information movement. Meta, for instance, says that it’s misplaced billions because of Apple’s iOS 14 replace, and customers more and more opting out of knowledge monitoring, and with Google additionally seeking to cut back monitoring on the net, the measurement panorama is turning into more and more restrictive.
Some wish to elevated automation to maximise advert efficiency, whereas numerous third-party suppliers, like Dentsu, at the moment are additionally working to offer various options that allow built-in information monitoring, in a privacy-friendly approach.
Ultimately, teams of those platforms will band collectively to offer extra complete databases of permissible person information, which can largely change the present techniques, and allow improved monitoring. However until then, the one various might be to make the most of numerous choices, like this, to get a greater deal with on response.
You may learn extra about TikTok’s Dentsu X-Stack integration right here.