UM Weekly Roundup: 1st October 2021

Why is this important?

With Christmas just around the corner and TikTok still leading the monthly app download charts, it may be worth experimenting with TikTok marketing and ads to tap into this very effective algorithm. TikTok's evolving eCommerce tools mean continuous updates allowing users to go from ‘discovery to action in a split second’, helping brands drive for optimal response.

Why is this important?

Red Bee Media has pinpointed the issue to an "activation of the fire suppression systems" at its broadcast centre in west London. Channel 4 viewers missed a large chunk of Bettany Hughes’s Treasures of the World and More 4 viewers missed the start of Inside Rolls-Royce. All channels have confirmed normal viewing has resumed and are working on a fix to ensure a similar situation doesn’t occur in the future.

Why is this important?

Attribution has long been an issue that marketers have faced. This conundrum is especially salient as federated learning of cohorts threatens to take away even more data from search advertisers — leaving them cobbling together data on their own. Google Ad’s machine learning attribution model seems to be Google’s solution to this lack of data.