Let’s journey down the ad measurement rabbit hole today, Dear Reader. First stop is a new partnership that will apply TransUnion’s multi-touch attribution solution to TikTok campaigns. Measurement is at the campaign level although the underlying analysis looks at individual behaviors. It’s part of TikTok’s on-going effort to increase its appeal to advertisers.
We don’t write much about influencer marketing here because, frankly, a lot of it seems sketchy. But PQMedia just put the global market at $34 billion in 2023, up 17% from 2022. That’s the same magnitude as retail media, audio, and out of home, which seems too big to ignore completely.
Next comes news that advertisers will be able to connect Epsilon’s individual-level CORE ID with LiveRamp’s RampID. The integration will expand the reach available to advertisers because CORE ID tracks identifiers that RampID does not. It’s all based on first-party data without third-party cookies or mobile device identifiers.
With only eight days left until President Trump’s executive order reprieve of TikTok expires, Pew Research reports that only 34% of U.S. adults now support a ban, down from 50% two years ago. The number that believe TikTok poses a security threat has dipped ten points over the same period. Support for the ban has also declined in both parties.