TikTok is ever on the lookout to make itself more appealing to marketers by continuously helping them track engagement data, despite the gradual shift away from cookie tracking. Marking its latest attempt is a new partnership with Digital Marketing Solutions provider Dentsu, which will provide alternative web tracking via Dentsu’s ‘Digital X’ process.
Barely a Dent(su)
This new process will supposedly allow advertisers to track user data via the TikTok events API, which will be integrated into X-Stack. As TikTok explains:
“Dentsu Digital’s X-Stack Connect is a server-side measurement platform that helps advertisers measure online behaviors on websites using server access logs with user consent. Profiles can be built around actions like website visits, logins, and form entry information.”
The integration would essentially enable greater response tracking, which, in turn, would also help measure the effectiveness of your TikTok campaigns, even with the whole cookie tracking method soon phasing out.
Since cookies, for the most part, essentially established the foundations of modern data tracking, all social platforms are now working to provide alternative tracking solutions to ensure that campaign performance measurement continues, despite increasing restrictions on data flow. For example, Meta reports allegedly losing billions due to Apple’s iOS 14 update – more specifically, its ATT policy changes. Users increasingly opted out of tracking, and with Google also planning to scale backtracking on the web, the measurement landscape is becoming increasingly restrictive.
Some are now looking to increased automation to maximize ad performance, while various third-party providers, where Dentsu currently resides, are now also working to provide alternate solutions that would allow integrated data tracking, in such a way that user privacy is not compromised.
The Wrap
Eventually, groups of these kinds of platforms will band together to provide more comprehensive databases of permissible user data, which will largely replace current systems and allow for improved tracking. However, until such a time arrives, the only viable alternative is to make use of various options like this to get a better handle on response.
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