TikTok is trying to assist entrepreneurs proceed to trace engagement knowledge, regardless of the gradual shift away from cookie monitoring, by way of a new partnership with Dentsu, which can present different net monitoring by way of Dentsu’s ‘Digital X’ course of.
The brand new course of will allow advertisers to trace consumer knowledge by way of the TikTok Occasions API, which shall 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 consumer consent. Profiles may be constructed round actions like web site visits, logins, and type entry data.”
Primarily, the mixing will allow higher response monitoring to measure the effectiveness of your TikTok campaigns, at the same time as cookie monitoring is phased out.
All social platforms are working to supply different monitoring options to make sure that marketing campaign efficiency measurement can proceed, regardless of growing restrictions on knowledge stream. Meta, for instance, says that it’s misplaced billions on account of Apple’s iOS 14 replace, and customers more and more opting out of information monitoring, and with Google additionally trying to cut back monitoring on the internet, the measurement panorama is changing into more and more restrictive.
Some want to elevated automation to maximise advert efficiency, whereas varied third-party suppliers, like Dentsu, are actually additionally working to supply different options that allow built-in knowledge monitoring, in a privacy-friendly method.
Ultimately, teams of those platforms will band collectively to supply extra complete databases of permissible consumer knowledge, which can largely change the present techniques, and allow improved monitoring. However until then, the one different shall be to make the most of varied choices, like this, to get a greater deal with on response.
You’ll be able to learn extra about TikTok’s Dentsu X-Stack integration right here.
