TikTok Partners with Dentsu on New Campaign Performance Tracking Solution
TikTok is seeking to assist entrepreneurs proceed to trace engagement knowledge, regardless of the gradual shift away from cookie monitoring, through a new partnership with Dentsu, which is able to present different internet monitoring through Dentsu’s ‘Digital X’ course of.
The brand new course of will allow advertisers to trace person knowledge through 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 person consent. Profiles may 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 supply different monitoring options to make sure that marketing campaign efficiency measurement can proceed, regardless of rising restrictions on knowledge move. Meta, for instance, says that it’s lost billions attributable to 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 changing into more and more restrictive.
Some wish 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 manner.
Finally, teams of those platforms will band collectively to supply extra complete databases of permissible person knowledge, which is able to largely exchange the present methods, 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 here.