Home The Big Story The Big Story: SwipIng Up For TikTokalytics

The Big Story: SwipIng Up For TikTokalytics

SHARE:
The Big Story podcast

Small, direct-to-consumer companies that built businesses on the back of Facebook are pivoting. They’re moving budgets over to TikTok and using new analytics tools to measure their social media ad spend.

But these “TikTokalytics” vendors aren’t just reworking the technology for untangling attribution or measuring incrementality. They’re taking a cue from the companies they serve and using influencers and testimonials on social media to sell their product.

The coiner of the term “TikTokalaytics,” our senior editor James Hercher, shares the main takeaways from his reporting on this new crop of measurement companies, which includes TripleWhale and Northbeam (and, to some extent, Rockerbox and Measured). He predicts that many of these companies, which have so far raised under $25 million, are acquisition targets that could soon get scooped up.

Despite grouping them all in the same category, these companies are tackling slightly different subsets of the market and have different growth ambitions. One wants to be a major analytics platform, while another wants to be an ecommerce operating system. This diversity means that the category won’t end up with winners or losers, but rather with a variety players serving different segments of the market. Even now, Hercher notes, many brands use more than one of these vendors.

Talking to the FTC

Then, our managing editor Allison Schiff sat in on an FTC public forum last week that will inform its proposed rulemaking about “commercial surveillance.” Like a government town hall, the complaints were wide-ranging and varied and the overall feel was one of “chaos,” she notes.

But one point stuck out: How digital advertising companies talk about the value of advertising just isn’t resonating. Schiff unpacks why moth-eaten talking points about the “value exchange” of watching ads for free content isn’t landing, while the other side packs a punch with terms like “surveillance capitalism” or the FTC’s somewhat milder “commercial surveillance.”

What isn’t clear is whether a better alternatives exist.

In the meantime, the FTC is not only talking pointed action against ad tech (like suing Kochava), it’s using forums like this to determine whether and how it will take action in the future.

And the argument of a value exchange may not be as persuasive as it once was.

Must Read

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.