Season 4, Episode 16: TikTok's approach to marketing measurement (with Jorge Ruiz)

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In this episode of the podcast, I speak with Jorge Ruiz, TikTok's Global Head of Marketing Science, about the measurement methodologies that TikTok employs with its advertising clients. Among other things, we discuss:

How TikTok provides measurement solutions to clients in light of a more restrictive privacy environment;
The approaches, methodologies, and tools are "future-proofed" for further data restrictions;
The most common mistakes that advertisers make with measurement;
The measurement solutions that clients have seen the most success with;
How measurement methodologies differ between app and eCommerce advertisers;
How advertisers should approach creative analytics, and what kinds of metrics are the most important to consider when assessing creative;
How advertisers should approach incrementality measurement;
How advertisers should think about balancing awareness and direct response budget;
Whether and when advertisers should invest into building measurement tools internally;
The best ways for advertisers to adapt to a dynamic privacy environment.

Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:

Vibe. Vibe is the leading Streaming TV ad platform for small and medium-sized businesses looking for actionable advertising campaign performance.
Moloco. Moloco is a trusted and transparent advertising platform powered by machine learning. Moloco can drive the best outcomes for mobile app advertising through Moloco Ads as experienced by marquee brands such as Bumble, Draftkings, and Playrix. For retailers and streaming enterprises, Moloco also provides a best-in-class advertising platform powered by machine learning to build and manage their own ad businesses. Learn more at www.moloco.com/podcast.
INCRMNTAL⁠⁠. True attribution measures incrementality, always on.

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