TikTok is looking to help marketers continue to track engagement data, despite the gradual move away from cookie tracking, through a new partnership with Dentsu that will provide alternative site tracking through Dentsu’s “Digital X” process.
The new process will allow advertisers to track user data through the TikTok Events API, which will be integrated into X-Stack. Essentially, the integration will enable better response tracking to measure the effectiveness of TikTok brand campaigns, even as cookie tracking is phased out.
According to TikTok, “Dentsu Digital’s X-Stack Connect is a server-side measurement platform that helps advertisers measure online behavior on websites using server access logs with user consent.”
Read More: TikTok Partners with Dentsu on New Campaign Performance Tracking Solution
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