TikTok has partnered with Dentsu Digital, the Japanese international advertising agency, to provide a privacy-friendly alternative to cookie tracking. Through the new tracking process called ‘Digital X,’ advertisers on TikTok will be able to track user data via TikTok’s server-to-server interface Events API integrated into Dentsu Digital’s X-Stack.
More specifically, the X-Stack Connect platform works by enabling advertisers to measure users’ online behaviours on websites using server access logs with user consent. This includes actions like website visits, logins, and form entry information.
In comparison to cookie tracking, the process is expected to produce greater response tracking to measure the effectiveness of TikTok campaigns, and ultimately improved ad delivery performance. Via Digital X, TikTok promises improved stability and security, flexible privacy control, and optimized ad targeting.
TikTok is not the only social app that has considered introducing an alternative tracking system, as other big companies including Google and Apple have also announced plans to phase out third-party cookies.