[et_pb_section fb_built=”1″ _builder_version=”4.10.5″ _module_preset=”default” da_disable_devices=”off|off|off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row _builder_version=”4.10.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.10.5″ _module_preset=”default” global_colors_info=”{}”][et_pb_text ul_position=”inside” _builder_version=”4.10.5″ _module_preset=”default” custom_margin=”||25px|||” global_colors_info=”{}”]<\/p>\n
With over<\/span> 1 billion active global users<\/a>, TikTok is driving significant growth and opportunities for brands of all sizes across various industries. TikTok’s video-focused content enables brands to connect with mass audiences and be part of the social conversation \u2013 it provides powerful tools for advertisers to launch campaigns, monitor data, manage ad resources, and optimize their advertising.\u00a0<\/span><\/span><\/p>\n TikTok recently announced that on April 28, 2022, it will be enabling first- and third-party cookies for all standard developer mode pixels that were created before March 10, 2022. To help you prepare for this launch, this post will walk you through the benefits you can accrue from this change and what impact it will have on ads.\u00a0<\/span><\/p>\n <\/span><\/p>\n A cookie is a small piece of text sent to your browser upon visiting a website. Cookies help the site remember information about the visit, thereby making it easier for you to revisit a site. They help measure, optimize, and target your campaigns. When first- and third-party cookies are used together with <\/span>Advanced Matching<\/span><\/a>, performance is boosted significantly.\u00a0<\/span><\/p>\n By pairing cookies with Advanced Matching, you can further supplement and optimize the matching of visitors on your website with people on TikTok. Some of the benefits of matching include:\u00a0<\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/disruptivedigital.agency\/wp-content\/uploads\/2022\/04\/pexels-pixabay-270348.jpg” title_text=”pexels-pixabay-270348″ align=”center” _builder_version=”4.10.5″ _module_preset=”default” width=”80%” module_alignment=”center” custom_margin=”0px||||false|false” custom_padding=”0px||0px||false|false” border_radii=”on|5px|5px|5px|5px” border_width_all=”1px” border_color_all=”#7a7a7a” global_colors_info=”{}”][\/et_pb_image][et_pb_text ul_position=”inside” _builder_version=”4.10.5″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Given the delay in the depreciation of third-party cookies, TikTok has decided to activate the use of first- and third-party cookies. These cookies will supplement the existing event data already shared with TikTok and also optimize both the reliability and quality of event data.\u00a0<\/span><\/p>\n Cookies typically save a visitor’s conversion events related to an ad campaign. On the flip side, a session ID is generated on the advertiser’s website, which saves information about a visitor’s every single visit, including page views and conversions.\u00a0<\/span><\/p>\n With the looming update, TikTok will introduce new matchkeys:\u00a0<\/span><\/p>\n The activation of first- and third-party cookies will allow TikTok to recognize and learn about people who visit your website and the actions they take or don’t take. With this information, TikTok will deliver your ads more efficiently to people who are likely to convert. What’s more, TikTok will enhance the attribution of events to your ads and inform you how effective your events are at converting leads and growing your audience.\u00a0<\/span>[\/et_pb_text][et_pb_image src=”https:\/\/disruptivedigital.agency\/wp-content\/uploads\/2022\/04\/pexels-cottonbro-5081930.jpg” title_text=”pexels-cottonbro-5081930″ align=”center” _builder_version=”4.10.5″ _module_preset=”default” width=”75%” module_alignment=”center” custom_margin=”0px||||false|false” custom_padding=”0px||||false|false” border_radii=”on|5px|5px|5px|5px” border_width_all=”1px” border_color_all=”#7a7a7a” global_colors_info=”{}”][\/et_pb_image][et_pb_text ul_position=”inside” _builder_version=”4.10.5″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Creativity is super important, but strong ad performance is the solid foundation for a high-performing ad account. This is the reason why Facebook has been significantly impacted post <\/span>iOS 14 implementation<\/span><\/a>. Even with the best ad creative, performance would still be lower than it was before the implementation. Good creative isn’t as effective if you can’t target the right audience with your ads\u2013even on a platform like TikTok.\u00a0<\/span><\/p>\n That said, TikTok’s announcement of leveraging first- and third-party cookies is the right step towards improving their signals for advertisers. This will be different from the already existing Events API<\/a> and Advanced Matching<\/a>, which are helpful but not impactful from a matching standpoint.\u00a0<\/span><\/p>\n TikTok’s identity layer is relatively weak compared to that of Facebook. Anecdotally, this is among the reasons why CRM audience uploads on TikTok are still in beta, and the match rates for emails range between 5-10%.\u00a0<\/span><\/p>\n So what will be the impact of enabling first- and third-party data in the short term? And how will it be in the long term?\u00a0<\/span><\/p>\n Here is an outline of the short term effects first- and third-party cookies will have on TikTok advertising:\u00a0<\/span><\/p>\n One of the main ways of running ads for a client or a business is to build a qualified lead to use for retargeting ads. These audiences are valuable and can help keep the lights on, so to speak, while you are taking the time to look for new customers. Retargeting is an effective way of building your client base, given that it focuses your advertising spend on people who are already familiar with your brand and have recently demonstrated some interest. This is the reason why most advertisers use it to see a higher ROI (return on investment).\u00a0<\/span><\/p>\n By enabling first- and third-party cookies, TikTok will make it easier track users across the web, enabling a larger audience for retargeting.<\/span><\/p>\n First-party cookies (which are created by the website owner) enable website owners to see which users return to their site. These cookies help ensure that the content advertisers display is tailored to their audience preferences and provides them with the best experience. These cookies collect analytics data that assess how users browse around a site. That said, first-party cookies aren’t effective when used on their own, but when used together with third-party cookies and session ID, they make it possible for advertisers to retarget larger audiences on TikTok effectively.\u00a0<\/span><\/p>\n Needless to say, when you have the ability to retarget a large audience, the chances of converting them into customers are higher.\u00a0<\/span><\/p>\n Accurate targeting is the backbone of a successful marketing campaign. It helps brands by ensuring that their ad dollars are working hard to reach precise audiences with ads that are relevant to them.\u00a0<\/span><\/p>\n Activating first- and third-party cookies will also improve measurement across browsers and devices\u2013it will enable TikTok to identify and gather information about users who visit a given site. This includes how long they browse, their interests, the actions they take, and so on. This information will enable TikTok to deliver ads to people who are actually likely to convert.\u00a0<\/span><\/p>\n Upon activation of the cookies, they will measure the number of unique visitors and track users’ interaction with your website, device specifications, clicks, and search history. This data helps facilitate targeted advertising and also gathers website analytics.\u00a0<\/span><\/p>\n Simply put, these cookies won’t just help marketers and advertisers to achieve success by tracking user behavior; they will also help them measure and maybe even multiply it.\u00a0<\/span><\/p>\n Activation of the cookies will also make the online activities of advertisers on TikTok easier by enabling them to recognize user behavior. Customer targeting is similar to a scenario whereby you walk into your local diner, and the waiter knows that you are a vegan so won’t serve you meat.\u00a0<\/span><\/p>\n Cookies will improve the effectiveness of your ad campaigns. They enable you to monitor your visitors’ behavior and create content or products that are targeted to their interests and preferences. That way, you will give them a reason to come back to your website.\u00a0<\/span><\/p>\n Upon enabling the cookies, TikTok will correlate event data to individuals who use your services to support the objectives of your ad campaign, improve the effectiveness of your advertising campaigns, and personalize the ads displayed to your audience.\u00a0<\/span><\/p>\n In connection to improving the effectiveness of advertising campaigns, TikTok will use event data for delivery optimization only after combining such event data with other information collected from other advertisers to target consumers based on event data.\u00a0<\/span><\/p>\n According to TikTok, you can expect to see approximately +50% more matched events by using cookies with Advanced Matching, which will result in more conversions and better ad performance.\u00a0<\/strong><\/p>\n So what will be the long-term effect of TikTok enabling their first- and third-party cookies?\u00a0<\/span><\/p>\n Just like with Facebook (and other platforms), the use of online behavioral advertising gives TikTok the capability to target people based on what actions they undertook on the platform. For instance, if you visit David’s Bridal, TikTok will now know that you are in the market for a wedding dress and can use that intent data to serve you more wedding (dress) related direct response ads.\u00a0<\/span><\/p>\n While TikTok might not fully leverage online behavioral advertising features immediately, this is a tool that TikTok will likely utilize more by the end of the year as it tries to figure out how to incorporate event data into their ad optimization model.\u00a0<\/span><\/p>\n While TikTok pixel may not have nearly as many websites as Facebook, it is rapidly building its web footprint.<\/span> According to BuiltWith<\/span><\/a>, approximately 500,000 websites have the TikTok pixel installed. In contrast, Facebook’s pixel is in<\/span> over 6.7 million websites.<\/span><\/a> With more websites adopting TikTok, it should be able to target and optimize and become stronger over time with the use of online behavioral advertising.<\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/disruptivedigital.agency\/wp-content\/uploads\/2022\/04\/FRNSAunXoAEFEdM-1.jpeg” title_text=”FRNSAunXoAEFEdM (1)” _builder_version=”4.10.5″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text ul_position=”inside” _builder_version=”4.10.5″ _module_preset=”default” global_colors_info=”{}” custom_padding=”||7px|||”]<\/p>\n Here are some of the things you should be aware of as you get ready for TikTok’s update regarding the implementation of cookies:\u00a0<\/span><\/p>\n Any TikTok Pixels that were created after March 10, 2022, will use first- and third-party cookies by default. On the other hand, those created before this date will have cookies enabled after April 28, 2022. Users will be able to configure cookie usage in their Pixel Settings in the Events Manager. Here are your options:\u00a0<\/span><\/p>\n <\/span><\/p>\n Update (June 20th, 2022): Since writing this post, TikTok rolled out flexible attribution windows. While this won’t help with the system’s optimization, it will help improve measurement in-platform. You can read more about this update here<\/a>.<\/em><\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.10.5″ _module_preset=”default” text_text_color=”#FFFFFF” background_color=”#000000″ custom_padding=”50px|50px|50px|50px|false|false” global_colors_info=”{}”]<\/p>\nWhat Is a Cookie?\u00a0<\/h2>\n
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What Changes Will There Be When TikTok Enables 1st and 3rd Party Cookies\u00a0<\/h2>\n
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What Is the Effect of TikTok Activating 1st and 3rd Party Cookies for Their Pixel?\u00a0<\/b><\/h2>\n
Short-term Impact of 1st and 3rd Party Cookies Activation\u00a0<\/b><\/h3>\n
Larger Retargeting Audience\u00a0<\/b><\/h4>\n
Better Measurement Across Browsers and Devices\u00a0<\/b><\/h4>\n
Improved Campaign Optimization\u00a0<\/b><\/h4>\n
Long-term Impact of 1st and 3rd Party Cookie Activation\u00a0<\/b><\/h3>\n
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Getting Ready for the Cookies\u00a0<\/b><\/h2>\n
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How to Use Cookies with the TikTok Pixel\u00a0<\/b><\/h2>\n
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