IAB Tech Lab Summit: Aashish Takkala of TikTok

This podcast features Aashish Takkala, TikTok's Product Marketing Manager, who explores the platform's attribution and measurement tools. The conversation highlights a transition from last-click measurement to a more comprehensive approach, stressing the need to tailor measurement strategies to advertisers' goals, such as profitability and growth. Takkala discusses TikTok's offerings, including ConversionLift for large brands and Attribution Analytics for smaller businesses, both designed to provide valuable insights into conversion timing and incremental value. Additionally, the discussion sheds light on how measurement strategies can vary by region, reflecting different market maturity levels and the importance of flexible approaches.