As TikTok’s global head of marketing science, it’s Jorge Ruiz’s job to prove that ads on the platform can drive results. But marketing measurement is as much an art as it is a science. Also in this episode: self-attribution, the rise (again) of MMM and how TikTok managed to roll with the ATT punches.
Less than two weeks after finally ramping up its adoption of SKAdNetwork 4, Meta is rolling back to version 3 following a bug in Apple’s system that messed with conversion values.
SKAdNetwork (SKAN) 4.0 was released last month and there’s a lot to be optimistic about. But there’s also complexity to unpack. While Apple has focused on bringing more measurement into their framework, it could further fragment the advertising ecosystem, too. Katie Madding, chief product officer at Adjust, offers five key changes to be aware of.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Unfluential Meta claims to have taken down a Chinese political influence operation that used fake accounts to agitate and misinform Americans. The China-backed ring of accounts focused on hot-button issues, such as gun control and abortion, from both sides. This was about China […]
At this year’s WWDC, Apple announced updates to SKAdNetwork, its privacy-adjusted mobile measurement framework. For marketers, embracing, understanding and developing a robust strategy for SKAdNetwork is essential for user engagement and measurement on iOS. From there, the key will be maximizing the value of first-party data and designing long-term acquisition and measurement strategies – based on user consent for targeted advertising, writes Katie Madding, chief product officer at Adjust.
Although Apple held off on dropping any ad tech industry-shaking privacy news at its Worldwide Developers Conference last week, it did publish documentation about the next version of SKAdNetwork – we’re up to 4.0 now – which includes a handful of new features that developers and mobile measurement providers have been asking for.
