Category Archives: TikTok

Indy Record Label EMPIRE Taps In-Game Ads To Promote Babyface Ray’s New Album

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Although the gaming audience is a lot more diverse than many marketers give it credit for, games are still extremely popular with young people, particularly young men. Which is why advertisers looking to reach this often-elusive demo are turning to in-game ads. Video games are a valuable connection to these audiences at a time when… Continue reading »

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SmileDirectClub CMO On Dealing With Signal Loss And Testing New Channels

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Chasing ad performance is a never-ending process. “There’s no chill in the performance world,” said John Sheldon, CMO of SmileDirectClub, a DTC startup and recently public company that sells customized transparent teeth aligners as an alternative to braces. “You’re always … trying to push your business,” Sheldon said, “because if you can find more efficiency,… Continue reading »

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The Big Story: TikTok’s Missing Attribution

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The newest billion-strong social platform, TikTok, is taking on the OG walled gardens. But its ad platform still can’t match Meta or Google. For one, TikTok under-attributes conversions compared to the other platforms, mainly because its tracking abilities are so nascent (although adding third-party cookies to its pixel should help). On the flip side, although… Continue reading »

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How TikTok’s Ad Platform Stands After A Half Year Of Whirlwind Growth And New Products

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Seven months ago, TikTok surpassed one billion worldwide users, breaking into a club that previously consisted only of Google and Facebook apps. Since then, TikTok has been on a massive ad platform expansion campaign as it tries to both follow in the footsteps of apps like Facebook, Instagram and YouTube, and differentiate itself from the… Continue reading »

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The Trade Desk Expands Its Direct Publisher Roster; Password-Free Makes Strange Bedfellows

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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Path Less Traveled More publishers have signed up for OpenPath, The Trade Desk’s direct buy-to-sell-side integration. Since launching in February, TTD says it’s “registered interest” (interesting turn of phrase) in OpenPath from more than 100 publishers.  The latest crop to, uh, register… Continue reading »

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How Frank’s Redhot Gets Slam-Dunk Viewability Measurement For In-Game Ads

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With the in-game ad market heating up, tools for measuring the effectiveness of ad placements in gaming environments are increasingly important. How much attention, for example, did a placement for Frank’s Redhot in a sports video game attract? Recently, McCormick brand Frank’s Redhot placed banner ads inside Basketball Battle, a free-to-play 2D basketball game developed… Continue reading »

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