Behind Headlines: 180 Seconds in Ad Tech — TikTok’s Big Milestone & Google’s New Conversion Model

Hey there! This is Vanessa & Frank at Sharethrough. In this episode we'll be giving you a quick recap of what happened the week of September 27th in ad tech, in 180 seconds. Let’s go! 

On Monday, Google stated it will be discontinuing last-click attribution for Google Ads. The default conversion model taking its place moving forward will now be data-driven attribution; a “algorithmic solution that assigns credit to different impressions over time”. In the midst of third-party cookies being removed and privacy-centric measures being enforced, this change to a data-driven model can actually benefit advertisers. As reported in AdExchanger, this new model will “compensate for gaps in data” if advertisers can’t effectively track customers or conversions”. (Source: AdExchanger)

TikTok has made several headlines this week, starting with news that it has passed 1 billion monthly users on its platform. The company has also announced the launch of new features aimed at helping brands and marketers by making advertising more engaging for users. Even more, TikTok has also unveiled their plans for expansion in the e-commerce market, securing a pilot partnership with Shopify. The goal would be to allow users an all-in-one live shopping experience where they can discover and buy products from e-commerce brands without leaving the app. (Source: AdExchanger, TechCrunch)

During a livestream event on Wednesday, Google announced its plans to improve web based searches using an AI technique called the multitask unified model, otherwise known as ‘MUM’. MUM has the ability to process text, image and video based information across different languages and devices. Applying this technique to Google’s image recognition system ‘Google Lens’ will improve users’ search experiences online, in addition to AI-curated lists that will help users “refine or broaden searches based on the topic in question”. This development is expected to come into effect early next year, with hopes to further expand MUM’s capabilities to further identify, locate and return suggestions for any number of inquiries, whether you’re looking to find wallpaper based on a pattern of a shirt you’re fond of, or identifying an unknown part of your bike that needs repairing and receiving instructions on how to fix it. The possibilities are endless. (Source: VentureBeat)

After announcing plans to acquire Five9 back in July, Zoom announced it has abandoned the $14.7 billion dollar deal as of yesterday. The deal would have broadened Zoom’s capabilities to bring consumers a more “integrated contact center offering” as opposed to the standard audio and video meetings the service relies upon. As reported by CNBC, the deal would have been the second largest tech deal this year had it gone through. (Source: CNBC)

This week, Australia pushed for legal measures to be enforced upon Google following a report bringing to light concerns over competition in the ad tech sector. The Australian Competition and Consumer Commission - ACCC for short - is insisting that special measures be taken to prevent Google’s growing dominance to maintain fair competition in the market and protect businesses & consumers. Suggested measures include “data separation powers or data access requirements.” Australia is but one of many players looking to leverage and reform the law to curb the tech giant’s control in the market, including UK lawmakers who launched an investigation just this summer over Privacy Sandbox (Source: TechCrunch).

Thanks for tuning in! For more in-depth information or to subscribe to these weekly updates, check out the links in our blog. This has been Vanessa & Frank at Sharethrough for our weekly 180 second-recap in Ad tech. See you next week!