According to a joint report by AppsFlyer and TikTok, video accounts for 40% of all programmatic ad spend in South East Asia, representing a major shift in investment for advertisers. Yet there’s still a considerable opportunity for brands that is being missed due to outdated approaches to attribution.
The AppsFlyer-TikTok whitepaper noted that marketers are currently focused on click-through-attribution (CTA). As video ad formats become more immersive, incorporating view-through-attribution (VTA) can improve media spend efficiency and give a more holistic view of the consumer conversion funnel.
The report looked at short-form video platform TikTok to understand consumer behavior of South East Read full story ›
Source: The Drum