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 person information through the TikTok Occasions API, which can 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 will be constructed round actions like web site visits, logins, and kind entry data.”
Basically, 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 information move. Meta, for instance, says that it’s lost billions because 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 wish to elevated automation to maximise advert efficiency, whereas numerous third-party suppliers, like Dentsu, at the moment are additionally working to supply different options that allow built-in information monitoring, in a privacy-friendly approach.
Finally, teams of those platforms will band collectively to supply extra complete databases of permissible person information, which is able to largely change the present techniques, and allow improved monitoring. However until then, the one different can 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 here.