Popular social media platform TikTok has thrown its hat into the Google-dominated search ad ring with its new Search Ads Campaign solution. This will enable keyword-based advertising on TikTok’s search results page and reflects the industry’s growing interest in social-based search. The launch comes as TikTok challenges a U.S. ban set for next year.
GrowthLoop, which calls itself a “composable CDP,” is offering a new marketing measurement solution that uses whatever data your company has available in cloud databases including Amazon Redshift, Databricks, Google Big Query and Snowflake. Called The Loop, the AI-based solution estimates the impact of marketing channels, audiences and campaigns and makes recommendations.
If social search is growing in importance, so too is social shopping. A new report from Horizon Media finds one in four people are using social shopping with 80% saying they make purchases twice a month. Gen Z (75%) and Millennials (76%) are open to social shopping, while Gen X (61%) is not exactly adverse.
CDP and marketing cloud vendor Zeta Global announced an agreement to purchase LiveIntent, which helps companies do email-based advertising. The deal will let Zeta expand its identity graph, enter the publisher monetization business, and accelerate its mobile and retail media products. Zeta will pay $77.5 million in cash and $172.5 million in common stock, with potential for additional payments based on performance.