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Google Ads investigating issue impacting AdMob

Written on November 22, 2023 at 9:01 am, by admin

Google Ads is investigating reports of an issue impacting AdMob.

The affected users have said that while they are able to access AdMob, they cannot retrieve their most recent data.

Some clicks that are recorded from Apple iOS 17 devices are not being counted in the reports, leading to inaccurate reporting as a consequence.

Why we care. Inaccurate data may result in an incorrect understanding of the performance of ad campaigns, making it challenging for advertisers to optimize their strategies effectively.

When will the problem be fixed? Google is continuing to investigate this issue with an update expected at 7pm UTC on 22 November 2023.

Google confirmed that it started investigating the issue at 11.14pm on 21 November 2023.

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Deep dive. Read the service disruption announcement from Google in full for more information.

The post Google Ads investigating issue impacting AdMob appeared first on Search Engine Land.

Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

AI content creation: A beginner’s guide

Written on November 22, 2023 at 9:01 am, by admin

In a world where even your toaster wants to discuss AI over breakfast, SEO professionals are currently mastering how to integrate it into their strategies – especially their content strategies. 

For those who are still trying to grasp the concept of how AI and SEO can work synergistically for content, this article is for you. I’ll discuss:

• How Google feels about AI.
• How Google’s generative AI might impact content and SEO as we know it.
• How AI content is changing SEO skillsets.
• The challenges of AI content.
• Integrating AI content into your SEO strategy: Five steps.

How Google feels about AI

Search engines know the power of AI. Technology like ChatGPT (a Microsoft partner) is an asset to Bing and a threat to Google. 

That is why Google has been testing Search Generative Experience (SGE). 

At the same time, Google has been getting clearer with the SEO community on how it feels about AI content. Just see Google’s guidance about AI-generated content. 

In that guide, Google says it will focus on “the quality of content, rather than how content is produced,” but that “using automation – including AI – to generate content with the primary purpose of manipulating ranking in search results is a violation of our spam policies.”

The bottom line is that using AI content is fine in your search engine strategies so long as it is original, helpful and demonstrates expertise, experience, authority and trust.  

It is Google’s job to weed out the garbage. And, if AI creates a problem with the quality of its search results, Google will likely find a way to address it. But more on that next.

How Google’s generative AI might impact content and SEO as we know it

The organic search results as we know them today are a byproduct of the fact that Google cannot have 1 million experts on staff. They have to get the data from somewhere. 

As I see it, Google will not be the single point of truth. It’s not in anybody’s interest to have Google be the expert – including Google. 

So, websites and their content will always be there, and Google will always leverage others’ expertise.

So how will it work when Google starts to integrate more fully its AI functionality?

As it stands now, Google SGE will continue to pull information from expert sources across the web. 

Google is testing its AI feature to display at the top of the search results, with the normal search engine result page underneath it, so people can still access the results that way. 

As the AI generates answers, it cites the links of its sources so people can click through to the original sources. 

Will this impact organic search traffic to your site? Definitely. For better or for worse? That remains to be seen. 

Dig deeper: Preparing for Google SGE: Essential guide for marketers

Let’s now talk about the quality of the search results. If everyone starts using AI to generate answers – what happens to the integrity of the search results? 

Using AI to create content outlines often brings up ideas for topics and research that the writers may not have considered. This gives them a new launching-off point. 

So, in theory, if you are following a process that integrates AI-generated content in a way that doesn’t cut out the human writer and/or editor, the content can be of higher quality than before. 

Now, if people are simply using AI tools to generate massive amounts of content without regard to quality, and those pages end up ranking, we could have a problem.

Many writers look to the top-ranking pages in the search results as part of their research process before writing the content. 

You can task AI tools to pull answers from the search results, too.

So if 90% of all content in the search results is substandard AI-generated content, then it becomes a self-fulfilling prophecy that whatever AI says becomes the truth. (And we all know that AI is flawed.)

The silver lining in all this is that Google’s algorithms are pretty good at knowing today which websites out of millions deserve the top spots in its search results. 

If you continue to differentiate through your content (being average won’t help you), you can continue to be viewed as an expert source that rises above the rest.  

Ultimately, it’s the job of the search engine to ensure that AI garbage doesn’t dominate the search results.

And it’s the website publisher’s job to continue putting all their efforts into creating quality content. 

How AI content is changing SEO skillsets 

AI isn’t just for content creation. 

AI-powered tools are helping SEOs do their jobs better in many of their day-to-day tasks, eliminating some of the more mundane and manual tasks they’ve been used to.

When it comes to content creation, the newest skillset for SEOs is understanding which AI tools are out there for content, and how to properly use them – whether you’re using the tools yourself or working alongside a content team. 

A major portion of the time spent using these tools will be creating and perfecting the prompts for the AI tool. 

The magic lies in the prework. Get this right, and you will spend less time editing the content. 

I say “less” time because there will still be time spent editing (at least until the tools get even better). 

Most SEOs don’t want to be AI content editors, but you are ultimately responsible for the work you turn into clients. So even if you work with content editors, you sign off on the content.

That means that another emerging skill set will be to view AI content with a critical eye before passing it to the client. 

Because not every SEO will feel natural as a content editor, having a checklist for what quality content should be is helpful. (If ever in doubt, see what Google says about creating helpful, reliable content.)

You should also be able to bring a deep understanding of the brand(s) you serve so you can align the content with both search quality guidelines and client expectations.  

Dig deeper: How to survive and thrive in a Google helpful content world

The challenges of AI content 

AI-generated content does present challenges. 

Redundancy, bad grammar, a lack of personal experience and an overall “generic” approach to the content can rear its ugly head.

And because AI programs lack a human touch, there isn’t anyone to verify facts, figures or statements.

It can be challenging to differentiate between content that adds genuine value versus long, but ineffectual articles (and AI certainly can ramble). Again, this takes a keen eye.

This is exactly the reason that AI content needs professional editors. 

All AI-generated content should be considered a “rough draft.” The most effective approach to using AI tools today is combining them with human review. 

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Integrating AI content into your SEO strategy: Five steps 

It’s no secret that SEOs and the companies they serve are finding success with artificial intelligence-powered articles. 

Creating a system to leverage AI is key. 

When done right, AI can help boost your online visibility faster because generating article outlines and first drafts via AI can save significant writing time. 

After much experimentation, we have found a process that currently works for generating AI content for brands that aligns with SEO goals for search engines and search engine users.

Now, I’ll outline the steps we take to make AI content work, including:

• Persona identification
• Keyword selection
• The prewriting stage
• Content editing
• Content optimization

1. Persona identification

It may come as no surprise that you should still lean heavily on traditional marketing tactics before you create your content.

This means having an understanding of the persona that you are targeting with the content. 

Some companies may already have their personas ready to go. In the absence of that, SEOs will need to do some of the legwork, which many already know how to do. 

You could also use an AI tool to help you identify the persona(s). For example, you could feed an article to an AI tool and ask it to help you identify the target audience for that topic.

2. Keyword selection

Another traditional step in content creation for SEO that is not going away is identifying the search queries that the target audience is using. 

You still need a target as to what you will write about and what other topics are related to that topic. 

This helps with the next step, which is an outline. 

For example, you could use an AI tool to take a particular keyword (a.k.a., a topic you want to write about) and generate things like:

• Synonyms
• Related keywords
• Long-tail keywords
• Frequently asked questions

The goal is to then take that list and organize it into a preliminary outline of topics that you want to write about. 

The SEO and/or the writer will decide which out of all the keywords / topics generated are worthy of being included in the outline.

You should now have an outline to feed to the AI tool. 

3. The prewriting stage

This is where the rubber meets the road. SEOs need a solid process for how they will prompt the AI tools to output the content. 

This is typically where the most thought will go into the process in terms of how you want the AI-generated content to be.

Depending on the AI tool, the prompt may vary, but some ideas include: 

• Indicate what type of persona the author of the content is.
• Confirm who the target audience is for the topic.
• Discuss the tone of voice you desire.
• Talk about how you would like the article formatted.
• List any other parameters that you would require to be quality content.

For some AI tools, you may want to ask, “Do you understand?” to get confirmation before moving on to the next step. 

Then, the next step is to ask the tool to create an article using the outline you generated in the previous stage of the process and with the prompts that you clarify. 

The whole process from start to finish, once you have the prompts down, should take only minutes, usually under 10 minutes. 

You now have a rough draft that goes into editing.

Dig deeper: Perfecting prompts for SEO content development

4. Content editing

Here’s where you need a skilled editor. Ideally, the editor is not only a good editor but also is up to speed on the brand(s) that the content is being created for.  

Bonus points here for editors who have subject matter expertise in the thing that is being written about. 

And please note that not all writers are natural editors – writing and editing can require different skill sets. 

All the basic facets of editing will need to be covered here, including:

• Fact-checking
• Tone of voice
• Grammar
• General flow
• Asking: Does this actually make sense?
• Sticking to any brand guidelines

Expect one to two rounds of editing on average before you get it to completion, depending on the technicality of the subject matter.

5. Content optimization

During the process of creating the outline and generating a first draft, you will have an article or page that is naturally optimized for the topics you want to talk about.

Where the human element comes in is to further optimize the webpage beyond just the topics and keywords.

This is where the SEO will perform all the best practices for optimization that need to happen for that webpage as they normally would.

Dig deeper: AI-generated content in 2024: How to excel and where to exercise caution

It’s time to adapt again

SEOs are no stranger to adapting to changes, and AI content presents a massive shift that we must all adapt to.

If done right, AI content presents opportunities to deliver the content that clients need while saving time. money and upholding quality.

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Google Ads is updating Location asset requirements

Written on November 21, 2023 at 4:59 am, by admin

Google Ads has confirmed that it is going to update the Location asset requirements in December.

The update will clarify the types of location assets that are not permitted on Google Ads.

Locations that will not be allowed as Location assets include:

• Locations that are closed
• Locations that are not recognized by Google
• Locations that do not match the business running the ad.
• Assets with products or services that do not match the specified location.

Why we care. Using location assets in ads lets you display important business information, like the address and phone number, boosting conversion potential. Not following these requirements may mean leaving out crucial details, potentially harming your return on investment.

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Deep dive. Read Google’s Location asset requirements article for more information.

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Google Ads no longer supports Store Sales Direct

Written on November 21, 2023 at 4:59 am, by admin

Google Ads has stopped supporting Store Sales Direct (SSD) as a standalone product.

The update means that SSD conversion upload requests to the Google Ads API are also no longer supported.

Why we care. If you relied on SSD, Google said to review the Store Sales onboarding guide to understand your eligibility for ongoing store sales measurement. Work with your Google Ads account team to update the feature.

Improving shop sales reports. The update aims to simplify Google Ads’ Store Sales product, providing improved shop sales measurement and reporting data. It impacts businesses falling into:

• Automotive OEM (Original Equipment Manufacturer) or Automotive Regional Dealer – Beta.
• Restaurant.
• Retailer.

Error message. Users previously allowlisted for this feature will now receive a NOT_ON_ALLOWLIST_FOR_STORE_SALES_DIRECT error when attempting to upload SSD conversions. However, existing SSD conversions will continue to be available in reports.

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Google shares automatically-created assets FAQ and marketers give their verdict

Written on November 21, 2023 at 4:59 am, by admin

Google has addressed the most commonly asked questions it receives about automatically-created assets (ACA) and provided some much-needed answers.

Why we care. As more generative AI tools become available to marketers, choosing the right one can be challenging. The confusion about these tools and their proper usage adds to the complexity. Understanding the capabilities of features like ACA can empower marketers to make informed decisions on whether to incorporate them for optimizing their campaign performance.

Google addresses ACA confusion

Ginny Marvin, Product Liaison at Google, used her X account to answer some of the most commonly asked questions her team receives about ACA:

What’s the point of ACA? “When you enable automatically-created assets at the campaign level, it will create headlines and descriptions for your RSAs. The main goals are to help you save time and provide incremental conversion opportunities with more relevant ads.”

How are ACA used? “RSAs can assemble ad combinations that are predicted to perform best using both the assets you’ve provided and automatically generated assets.”

Where does ACA pull content from? “Automatically created assets are generated from your own content, including your landing pages, existing ads and keywords. Tip: Be sure your website is up-to-date when using this feature!”

Where can I see automatically-created assets? “ACA will be labeled as ‘Automatically created’ in the ‘Asset source’ column in ad- and campaign-level asset reporting. You’ll also see when ACAs are included in Combination reports.”

Can I remove ACA? “Yes, you can review & remove assets you don’t want to serve any more. In addition, any automatically created assets with a ‘low’ performance rating get removed, well, automatically.”

Can I test ACA in Campaign Experiments? “Yep! Draft and Experiments are compatible with ACA. You will see automatically created assets on both the test and control arm, however the control side will serve 0 ACA impressions.”

Should I just rely on ACA? “ACA should augment, not replace, your existing assets. Keep the assets you’ve already created and continue to provide as many as you can (up to 15 headlines and 4 descriptions). Note that ACA don’t count toward these asset limits.”

Marketers give their verdict

Thomas Eccel, SMX Next speaker and Senior Performance Marketing Manager at Jung von Matt IMPACT, advised that while ACA can be a great source of inspiration, this feature needs to be closely monitored. He told Search Engine Land:

• “RSAs can work in my opinion to get inspiration of which Headlines and Description Google think could be potentially driving conversions for my account.”
• “I would not blindly active them on all accounts: do not activate them for accounts with high brand-control or for accounts where only some specific texts and wordings are allowed.”
• “If activated I would advise to closely monitor the asset creation and the sense of texts to not find surprises.”

Sarah Stemen, MBA, paid search expert and board member of the Paid Search Association, also shared her findings regarding ACA after experimenting with them in beta:

• Risk awareness: “I got client permission before we tested this (whenever you are testing something like this NEVER test this without making the risks very clear to ALL stakeholders, everyone MUST be on the same page).”
• Monitor daily: “These are indeed pulled from the website which means if you are running a sale on the website a headline will be pulled! If this is a short term sale you risk this headline or description running until the asset is removed by Google so YOU need to monitor this.””
• Headline issue: The platform will generate headlines longer than the rules (I see this as an advantage).”
• ACA can be boring: “I know, I know we complain that the automatically created anything is ‘bad’ but during the time we tested this in our account +95% of the assets were harmless. Mostly the assets were boring.”
• Human created assets win: “None of the automatically created assets performed better than the human created assets (note when I say perform I mean ‘had more impressions’ because RSA assets don’t perform the ad unit performs).”
• Watch for case inconsistencies: “All title case human written assets vs sentence style assets – but again you can remove.”

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Language expansion. ACA for responsive search ads was rolled out in September for general availability in eight languages:

• Dutch
• English
• French
• German
• Italian
• Japanese
• Portuguese
• Spanish

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Deep dive. Watch Google’s quick video tutorial on automatically created assets for more information or read Google’s responsive search ad guide for best practices on creating responsive search ads.

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Google announces update to child and teen ad policy language

Written on November 21, 2023 at 4:59 am, by admin

Google is updating the language in some child and teen ads policies next month, including:

• Ads & made for kids content.
• Ad-serving protections for children.
• Ad-serving protection for teens.

The search engine explained that while there are no enforcement changes, it is tweaking policy language to provide more clarity and transparency for brands and advertisers.

Why we care. Enhancing clarity in advertising policies is crucial for brands to avoid inadvertent violations of rules and regulations. This is particularly important, as breaching these regulations can lead to substantial financial penalties. By clearly understanding and adhering to advertising guidelines, brands can protect themselves from potential legal and financial consequences.

Ads & made for kids content. Google is reorganizing and clarifying the language in the restricted categories and prohibited content section to align with its Ad-serving protections for children policy.

Ad-serving protections for children. Google is incorporating a new article into the Google Ads help center to make it easier to find and understand its existing protections for children when displaying ads.

Ad-serving protection for teens. Google is revising the language for clarity and for better consistency with its other policies.

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Why now? Following an Adalytics study in August accusing Google of improperly tracking children for targeted advertising, the search engine is taking steps to offer more clarity on its child and teen ads policies. The research suggested that brands using the PMax product may have unintentionally violated the Children’s Online Privacy Protection Act (COPPA). Despite the allegations, Google denied any wrongdoing, attributing the concerns to “confusion about brand safety controls and reporting supported in PMax” – an issues it appears to now be addressing.

Deep dive. Read our report on concerns around PMax ads inadvertently violating the Children’s Online Privacy Protection Act for more information.

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Apple pulls all ads from X amid antisemitic and far-right content concerns

Written on November 17, 2023 at 4:57 pm, by admin

Apple is reportedly pulling all of its adverts from X after Elon Musk endorsed an antisemitic conspiracy theory.

The tech giant has allegedly also been concerned about its products being promoted alongside far-right content, according to Axios.

Why we care. As one of X’s longstanding major advertisers, Apple’s move to halt all ads is a powerful signal to other brands regarding the effectiveness of X as an advertising platform. Since Musk took over the social networking site last year, ad revenue has plummeted by 59%. Apple’s choice to withdraw its ads will undoubtedly be another huge blow for X’s ad revenue.

Far-right concerns. Apple, IBM, Amazon and Oracle were named as organizations whose ads appeared next to far-right posts on X, according to a report published by the left-leaning nonprofit Media Matters for America. IBM pulled all ads in response, with Apple becoming the latest major company to follow suit.

Antisemitic fears. More than 160 Jewish rabbis and activists have been calling on Apple, Google, Amazon and Disney to stop advertising on X after Musk endorsed an antisemitic post earlier this week. In response, X CEO Linda Yaccarino wrote in a post on the platform:

• “We have been extremely clear about our efforts to combat antisemitism and discrimination. There’s no place for it anywhere in the world — it’s ugly and wrong. Full stop.”

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Deep dive. Read our report on X’s partnership with Google Ad Manager for more information on how the social platform is trying to salvage its advertising revenue.

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Shocker – Sam Altman out at OpenAI in huge CEO change

Written on November 17, 2023 at 4:57 pm, by admin

Sam Altman is no longer CEO of OpenAI. Mira Murati, OpenAI’s chief technology officer, has been named interim CEO, the company announced.

Why was Altman ousted? Altman was not consistently candid in his communications with the OpenAI’s board of directors, “hindering its ability to exercise its responsibilities. The board no longer has confidence in his ability to continue leading OpenAI,” according to OpenAI’s statement.

What’s next? OpenAI will begin its search for its next permanent CEO, the company said.

Why we care. Search marketers were shocked to learn of Altman being forced out of OpenAI, the company behind the extremely popular generative AI tool ChatGPT, which launched less than a year ago on Nov. 30, 2022. It has changed the way we work and the direction of search. This will be a story to watch over the next few weeks.

State of ChatGPT. It has 100 million active users – including about 90% of Fortune 500 companies. ChatGPT Plus sign-ups were paused Nov. 14 due to surge in demand, according to Altman. That followed a series of ChatGPT outages due to DDoS attacks.

Reaction. Here are some of the early reactions from the industry:

What OpenAI is saying. Here’s the full statement:

The board of directors of OpenAI, Inc, the 501(c)(3) that acts as the overall governing body for all OpenAI activities, today announced that Sam Altman will depart as CEO and leave the board of directors. Mira Murati, the company’s chief technology officer, will serve as interim CEO, effective immediately.

A member of OpenAI’s leadership team for five years, Mira has played a critical role in OpenAI’s evolution into a global AI leader. She brings a unique skill set, understanding of the company’s values, operations, and business, and already leads the company’s research, product, and safety functions. Given her long tenure and close engagement with all aspects of the company, including her experience in AI governance and policy, the board believes she is uniquely qualified for the role and anticipates a seamless transition while it conducts a formal search for a permanent CEO.

Mr. Altman’s departure follows a deliberative review process by the board, which concluded that he was not consistently candid in his communications with the board, hindering its ability to exercise its responsibilities. The board no longer has confidence in his ability to continue leading OpenAI.

In a statement, the board of directors said: “OpenAI was deliberately structured to advance our mission: to ensure that artificial general intelligence benefits all humanity. The board remains fully committed to serving this mission. We are grateful for Sam’s many contributions to the founding and growth of OpenAI. At the same time, we believe new leadership is necessary as we move forward. As the leader of the company’s research, product, and safety functions, Mira is exceptionally qualified to step into the role of interim CEO. We have the utmost confidence in her ability to lead OpenAI during this transition period.”

OpenAI’s board of directors consists of OpenAI chief scientist Ilya Sutskever, independent directors Quora CEO Adam D’Angelo, technology entrepreneur Tasha McCauley, and Georgetown Center for Security and Emerging Technology’s Helen Toner.

As a part of this transition, Greg Brockman will be stepping down as chairman of the board and will remain in his role at the company, reporting to the CEO.

OpenAI was founded as a non-profit in 2015 with the core mission of ensuring that artificial general intelligence benefits all of humanity. In 2019, OpenAI restructured to ensure that the company could raise capital in pursuit of this mission, while preserving the nonprofit’s mission, governance, and oversight. The majority of the board is independent, and the independent directors do not hold equity in OpenAI. While the company has experienced dramatic growth, it remains the fundamental governance responsibility of the board to advance OpenAI’s mission and preserve the principles of its Charter.

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Meta unveils new AI tools for video asset creation and picture editing

Written on November 17, 2023 at 4:57 pm, by admin

Meta has previewed two new generative AI tools for video asset creation and picture editing.

The projects will eventually be rolled out to Facebook and Instagram, enabling content creators to generate videos and edit in-stream images within seconds using text prompts.

Why we care. Instantly generating various video assets and image edits reduces the back-and-forth time between creative and media teams, freeing up resources for strategic tasks like audience analysis. Quick access to diverse creatives can also serve as inspiration for marketers.

Emu Video. Meta’s latest generative AI tool for video creation, named Emu Video, is built upon the technology from the company’s “Emu” AI research project. This tool enables creators to generate short video clips using text prompts. Emu Video can produce high-quality video content from simple text or still image inputs. The same model can also animate user-provided images based on a text prompt, surpassing previous work by a significant margin and setting a new state-of-the-art standard.

Emu Edit. Meta’s new picture editing tool, Emu Edit, enables flexible editing through detailed instructions, handling tasks such as local and global edits, background removal and addition, color and geometry transformations, detection, segmentation, and more. Emu Edit accurately follows instructions, ensuring that pixels unrelated to the specified tasks in the input image remain unchanged.

What Meta is saying. A spokesperson for Meta said in a statement:

• “Although this work is purely fundamental research right now, the potential use cases are clearly evident. Imagine generating your own animated stickers or clever GIFs on the fly to send in the group chat rather than having to search for the perfect media for your reply.”
• “While certainly no replacement for professional artists and animators, Emu Video, Emu Edit, and new technologies like them could help people express themselves in new ways — from an art director ideating on a new concept or a creator livening up their latest reel to a best friend sharing a unique birthday greeting. And we think that’s something worth celebrating.”

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Deep dive. Read Meta’s Emu Video and Emu Edit announcement in full for more information.

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TikTok launches new tool to provide more insight into how ads drive conversions

Written on November 17, 2023 at 4:57 pm, by admin

TikTok is rolling out a new measurement tool called Engaged View-through Attribution (EVTA) to provide creators with more insights into conversions.

When a viewer watches a video ad for over six seconds, it counts as an engaged view. EVTA tracks conversions that occur after a user watches an ad for at least six seconds but doesn’t click, and then converts within a seven-day attribution window.

This helps advertisers gauge the impact of these engaged views on conversions.

Why we care. Helping advertisers to make better sense of their data gives them the power to make data-led decisions for maximum campaign performance, leading to less inefficient spend and better returns on investment.

Key benefits. TikTok claims that the new measurement tool provides several key benefits, including:

• Better understanding of ad impact beyond clicks: Tracking conversions on TikTok goes beyond a simple click-and-convert scenario. By measuring conversions influenced by views lasting six seconds or more, you’ll get a more comprehensive understanding of TikTok’s impact on your business.
• Fuelling campaign performance with more signals: TikTok Ads Manager will receive more high-quality signals to optimize and enhance the performance of your campaigns over time by showing your ads to users who are more likely to take action.
• Balanced measurement across different channels: Aligning attribution methods with other platforms allows for a more accurate comparison of performance, ensuring fair measurement of results across different platforms.

Combined measurement approach. TikTok states that combining EVTA with its recently launched Self-Attributing Network (SAN) can provide you with a more complete picture of how users are converting on TikTok. With this enhanced attribution methodology in place, the total conversions reported on TikTok Ads Manager include the following:

• Click-through (CTA) and view-through (VTA) conversions driven by last click and view that are currently validated and reported by MMPs.
• Engaged view conversions as measured by our new EVTA touch-point. These conversions are currently reported as Click-through (CTA) conversions on MMP reporting.
• Additional click-through (CTA) conversions driven by clicks on TikTok ads that are not currently reported in MMP’s last-click attribution model.

What TikTok is saying. A spokesperson for TikTok said in a statement:

• “The mobile advertising landscape has evolved. Today’s users encounter a wide variety of ad types across multiple different platforms, each with its own format, flow and level of interactivity.”
• “Understanding the impact that different touchpoints and marketing channels have on driving user actions, such as app installs or purchases, remains a constant challenge for app advertisers.”
• “To see the true impact of your TikTok ads, we recommend you turn on VTA, EVTA and CTA with the maximum attribution window and ensure that the attribution windows on TikTok Ads Manager are the same as your MMP setting. Advertisers can customize CTA (1-day or 7-day), VTA (off or 1-day), EVTA (1-day or 7-day) directly on TikTok Ads Manager.”

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Deep dive. Read TikTok’s mobile measurement framework announcement in full for more information.

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