As TikTok continues to develop what it says is a full-funnel advertising solution, such as through increased commerce capabilities, how it measures its advertising and drives effectiveness becomes increasingly important to marketers.

TikTok’s head of client measurement for Europe, Israel and global gaming, Steve Lockwood, joins Jack Benjamin to discuss the company's approach to measurement and how the industry needs to rethink the practice for the contemporary era.

Lockwood reveals, for example, why he has soured on last-click attribution and explains what new measurement standards need to be considered in the post-cookie future. The pair also discuss TikTok’s ongoing research into attention measurement and how the platform is working to collaborate on cross-media measurement initiatives like Project Origin in the UK.

Highlights

5:57: Why TikTok views itself as an entertainment platform more than a traditional social platform

8:21: Why last-click attribution is an outdated model for measurement and what a better model is

19:57: Where does attention measurement come into play for TikTok, given its short-form focus?

24:36: How much TikTok is like TV from a user perspective and a measurement perspective

29:05: TikTok as a true full-funnel offering

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This episode was edited by our production partner Trisonic.

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