TikTok is seeking to assist entrepreneurs proceed to trace engagement information, regardless of the gradual shift away from cookie monitoring, through a new partnership with Dentsu, which is able to present different net monitoring through Dentsu’s ‘Digital X’ course of.
The brand new course of will allow advertisers to trace consumer information through the TikTok Occasions API, which will likely 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 might be constructed round actions like web site visits, logins, and type entry info.”
Basically, 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 information circulation. Meta, for instance, says that it’s lost billions as a result of Apple’s iOS 14 replace, and customers more and more opting out of knowledge monitoring, and with Google additionally seeking to scale back tracking on the web, the measurement panorama is turning into more and more restrictive.
Some need to elevated automation to maximise advert efficiency, whereas numerous third-party suppliers, like Dentsu, are actually additionally working to supply different options that allow built-in information monitoring, in a privacy-friendly manner.
Finally, teams of those platforms will band collectively to supply extra complete databases of permissible consumer information, which is able to largely exchange the present programs, and allow improved monitoring. However until then, the one different will likely be to make the most of numerous choices, like this, to get a greater deal with on response.
You possibly can learn extra about TikTok’s Dentsu X-Stack integration here.