In this episode of the podcast, Jorge Ruiz, TikTok's Global Head of Marketing Science, shares insights on how the platform approaches advertising measurement in an era where privacy is paramount. He stresses the need for a well-rounded strategy that combines both first-party and third-party solutions, tailoring them to fit client needs while emphasizing reproducibility and scalability. Ruiz notes the rising trend of using mixed models and post-purchase surveys, along with exploring differential privacy. He also points out common pitfalls advertisers make, such as inadequate campaign planning, prioritizing the quantity of measurements over their quality, and failing to clearly communicate insights within their organizations. Lastly, he underscores the significance of creative analytics, highlighting the demand for authentic and relevant content, as well as the hurdles in measuring the effectiveness of creativity.
