Consumers continue to love TikTok but governments increasingly worry it is sharing their data with Chinese agencies. On another front entirely, it seems that TikTok advertisers are worrying brand safety. The company just announced integrations with DoubleVerify, Integral Ad Science (IAS), and Zefr to help ease those pains.
How can we talk about buzzwords and not mention data clean rooms? LiveRamp doesn’t use the term in its announcement of “secure and flexible data collaboration capabilities for cross-screen measurement across multiple partners”, but it sounds like one to me. Companies can securely share their data with each other and can enhance it with LiveRamp partner data sets for things like ad exposures and purchases.
Advertisers may worry about what’s surrounding their ads, but consumers are more annoyed by the ads themselves. Optimove found that 66% of consumers want fewer marketing messages. You won’t be surprised that relevant messages are more welcome than irrelevant ones.
Salesforce has reversed course on its bid to acquire data management and integration platform Informatica a source has told Reuters. Informatica itself said that it is not in talks to be acquired. Salesforce stocks rose on this latest news while Informatica’s fell.