2020 A Critical Year for TikTok

1 MINUTE READ | January 10, 2020

David Gong, Senior Content Writer

In many organizations, the first step toward advancing a more durable measurement roadmap is educating stakeholders on how the privacy-first digital media ecosystem works, what’s changing, and outlining clear best practices and next steps for building durable data and measurement programs.

One of the biggest stories in 2019 was the rise of TikTok. Marketers followed the throngs of users who flocked to the service, though many did so without knowing what to expect. As we start 2020 in earnest, Digiday says this year will be a critical one for the platform in showing its readiness for large budgets. In its story, PMG’s Carly Carson talked about TikTok’s self-serve platform, the platform’s advantages, and its key areas for development.

“Their self-serve platform is a good start,” she said, “but we would love to see some more advanced targeting opportunities, like being able to target outside of age and demographic and potentially integrate CRM.”

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And while Carson and PMG are bullish on TikTok, she added, “part of what makes TikTok so great is the content all feels so authentic to the platform” and “I would hate to see that get watered down by too much ad inventory.”