TikTok has updated its iOS campaign setup process, introducing a new option that allows advertisers to enable or disable SKAN attribution when creating campaigns on the platform.
New SKAN Attribution Toggle
The social media platform now provides advertisers with the flexibility to enable or disable SKAN attribution during the iOS campaign creation process. This change represents a significant shift in how TikTok handles attribution for iOS campaigns.
Comparison with Meta's Approach
TikTok's new approach mirrors Meta's AEM (Aggregated Event Measurement) strategy. However, TikTok maintains a key difference by still offering advertisers the option to activate SKAN attribution, allowing them to view SKAN data directly in the dashboard. While Meta offers similar functionality, TikTok's implementation provides this dashboard visibility even when the SKAN option is disabled.
Shift in Optimization Signals
The introduction of this toggle raises questions about the underlying optimization signals TikTok campaigns now utilize. Previously, advertisers could not disable SKAN when ADC (Advanced Data Collection) was enabled, suggesting that campaigns relied on SKAN signals for optimization.
With this new update, TikTok appears to have advanced its algorithmic capabilities. The platform's algorithm now seems prepared to optimize based on probabilistic signal attribution only, moving beyond traditional SKAN-dependent optimization methods.
This development positions TikTok alongside other major platforms in offering more flexible attribution options for iOS campaigns. The change reflects the ongoing evolution of mobile advertising attribution in response to privacy updates and the need for more sophisticated optimization techniques.
The update suggests that TikTok has enhanced its machine learning capabilities to function effectively with probabilistic attribution models, potentially improving campaign performance while providing advertisers with greater control over their attribution preferences.
