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    Row K Entertainment Emerges as Major New Hollywood Buyer With Splashy TIFF Shopping Spree – TheWrap

    Row K Entertainment Emerges as Major New Hollywood Buyer With Splashy TIFF Shopping Spree – TheWrap

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    Cracking the Code: Why China’s Economic Challenges Aren’t Shaking Markets, Unlike America’s” – Bloomberg

    Trump’s Narrow Window to Spread the Truth About Harris

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    Row K Entertainment Emerges as Major New Hollywood Buyer With Splashy TIFF Shopping Spree – TheWrap

    Row K Entertainment Emerges as Major New Hollywood Buyer With Splashy TIFF Shopping Spree – TheWrap

    Charlie Hunnam Reflects on Playing a Serial Killer in Monster: The Ed Gein Story – Yahoo

    Charlie Hunnam Reveals the Dark Challenges of Playing a Serial Killer in Monster: The Ed Gein Story

    “Reba” cast, then and now: See the stars 24 years later (and who’s reunited for another show) – Yahoo

    “Reba” cast, then and now: See the stars 24 years later (and who’s reunited for another show) – Yahoo

    Why Taylor Swift Name-Dropped Elizabeth Taylor in Her New Album – Yahoo

    Here’s Why Taylor Swift Dropped Elizabeth Taylor’s Name in Her New Album

    Al Roker Gives Olivia Dean an Unexpected ‘New Job’ on the ‘Today’ Show – Yahoo

    Al Roker Shocks Olivia Dean with an Exciting New Role on the ‘Today’ Show

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    Cracking the Code: Why China’s Economic Challenges Aren’t Shaking Markets, Unlike America’s” – Bloomberg

    Trump’s Narrow Window to Spread the Truth About Harris

    Trump’s Narrow Window to Spread the Truth About Harris

    Israel-Gaza war live updates: Hamas leader Ismail Haniyeh assassinated in Iran, group says

    Israel-Gaza war live updates: Hamas leader Ismail Haniyeh assassinated in Iran, group says

    PAP Boss to Niger Delta Youths, Stay Away from the Protest

    PAP Boss to Niger Delta Youths, Stay Away from the Protest

    Court Restricts Protests In Lagos To Freedom, Peace Park

    Court Restricts Protests In Lagos To Freedom, Peace Park

    Fans React to Jazz Jennings’ Inspiring Weight Loss Journey

    Fans React to Jazz Jennings’ Inspiring Weight Loss Journey

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    ARM Institute opens technology project call to speed submarine manufacturing – The Robot Report

    ARM Institute Unveils Cutting-Edge Technology Project to Revolutionize Submarine Manufacturing

    Forget Cowbells. Cows Wear High-Tech Collars Now. – The New York Times

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    What the Recent Price Surge Means for Figure Technology Solutions After SEC Settlement – Yahoo Finance

    What the Recent Price Surge Reveals About Figure Technology Solutions Following SEC Settlement

    MAC Brings iPad Technology to Football Sidelines Across All 13 Member Schools – Sports Video Group

    MAC Brings iPad Technology to Football Sidelines Across All 13 Member Schools – Sports Video Group

    Technology Is Becoming More Important Than Humans In CX – No Jitter

    Technology Is Becoming More Important Than Humans In CX – No Jitter

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TikTok Says Discovery Isn’t Clicks—Click-Based Attribution Models Fail to Capture the Platform’s Impact

September 15, 2023
in Entertainment
TikTok Says Discovery Isn’t Clicks—Click-Based Attribution Models Fail to Capture the Platform’s Impact
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TikTok says discovery isn't defined by clicks

Photo Credit: Gilles Lambert

TikTok says click-based attribution methods can’t define its impact on purchase or discovery. Here’s the latest.

The company says the web’s traditional click-based attribution method doesn’t account for the platform’s role in discoverability because of the complex way in which users interact with content on TikTok. The platform says users interested in a brand or app delay their visit rather than disrupt their browsing—but that doesn’t mean TikTok wasn’t the originator of their interest.

TikTok says its a powerful channel for influencing users early in their purchase journey, but click attribution undervalues that discovery role. The platform estimates that 79% of purchases driven by TikTok content are not captured through common attribution methods used by web advertisers to monitor their campaigns. The company suggests using both click-through and view-through attributions in TikTok campaigns to understand how users are interacting with content.

It also suggests using longer attribution windows to discover the true impact of ads placed on the platform. “Our internal research has shown that the optimal view-through window differs greatly by industry (16 days for travel, 19 days for consumer packaged goods (CPG), 3 days for gaming),” the blog post with the study reads. TikTok says it currently offers a 7-day maximum view-through window and recommends using this for all advertising campaigns on the platform.

TikTok’s role in the music industry for discovery can’t be understated, either. The TikTok-to-Spotify pipeline is a very real phenomenon that occurs when a song goes viral on the platform—with that success directly translating to a boost in Spotify streams. While the virality of a TikTok song can fade as trends move like ocean waves, the boost provided to Spotify streaming can have a much longer tail.

It also creates a positive feedback loop in which Spotify’s algorithms notice an uptick in people streaming an artist and register the engagement. From there, its algorithms begin adding the viral song to editorial playlist placements as users add the song to their own personal playlists, boosting engagement across the board.

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Copyright for syndicated content belongs to the linked Source : DigitalMusicNews – https://www.digitalmusicnews.com/2023/09/14/tiktok-says-discovery-isnt-measured-in-clicks/

Tags: DiscoveryentertainmentTikTok
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