As the customer journey spreads across multiple devices, channels and platforms, data is becoming “more sparse and fragmented”, leaving gaps in traditional attribution methods.
TikTok says it will have a “busy year ahead”, launching new advertising and measurement tools.
In this video interview with Beet.TV, Ann Nguyen, Global Head of Measurement, Product Solutions & Operations at TikTok, explained the latest announcements.
Conversion lift studies show TikTok’s value
This week, TikTok announced:
- Smart+: An AI-powered performance automation.
- GMV Max: Automated bidding and budgeting for TikTok Shop.
- Conversion Lift Studies: A new measurement solution for ad effectiveness.
- Privacy Enhancing Technologies: Privacy integrations including clean rooms and trusted execution environments (TEEs).
- Out of Phone: Retail: Pop-up billboards that showcase organic and branded TikTok content into retail locations.
@tiktoknewsroom Introducing Smart+, our new AI-powered performance automation solutions, helping brands put the best ad in front of the right customer at the right time.
Measuring after privacy shifts
Nguyen told Beet.TV data privacy shifts mean there are now fewer identifiers with which to understand the consumer purchase path. She said conversion lift studies measure sales that would not have occurred without a TikTok ad exposure.
“It leverages what we call the gold standard and measurement, which is incrementality through expectation to identify that relationship between that ad exposure and eventual consumer behavior,” Nguyen said.
“Advertisers who spend on TikTok that make decisions based on last click are leaving a lot of money on the table, and we’re excited to offer a solution that closes this gap at scale.”
Privacy-enhancing technologies
To cater to growing demand for accurate campaign measurement that doesn’t compromise on user privacy, TikTok is also launching privacy-enhancing technologies (PETs).
PETs use data controls and processing techniques to compute lift results using the same methodology as TikTok’s conversion lift studies, but without TikTok receiving any user data directly.
“This ensures the most rigorous data controls and processing techniques to compute lift results using the same rigorous methodology as TikTok’s conversion lift, but protects user data without users, without TikTok receiving any of that data directly,” Nguyen explained.
Upcoming projects include an advanced integration with Northbeam for view-based attribution, as well as plans to begin testing a new “experiment hub” later this year that will consolidate TikTok’s A/B testing and lift tools into one self-serve interface.
