On this episode of The Garage podcast, hosts Dan Massimino and Evan Hovorka are joined by Casey Hamlyn, TikTok’s North American Measurement Lead.
Join them as they explore the world of retail media on TikTok, from the challenges of balancing content creation with advertising, to the importance of data hygiene and building trust.
Hamlyn also discusses the future of the advertising landscape and expands on how machine learning and artificial intelligence are transforming TikTok ads.
“We provide resources across all paid advertising to help advertisers deliver quality creative. Because, honestly, whether it’s paid or not, it helps if advertisers make great creative that people love,” he says on the podcast. “And then the balance is not paid and unpaid. It’s about how many good TikToks you have in the system that people want to watch and enjoy.”
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Key recommendations:
[15:07] In data management, it is essential to recognize that systems evolve over time and new challenges arise continuously, especially with online transactions that were not initially considered. He uses the example of Nielsen, which emphasizes sophisticated data quality checks and sustainable processes. They use a system of flags and notifications (eg yellow, green, red) to indicate the severity of data problems. Hamlyn offers a key lesson: data hygiene deteriorates over time, requiring continuous adaptation of processes and data sets to maintain accuracy. Continuous evolution and vigilance are essential for effective data management.
[19:00] TikTok balances content creation and advertising to ensure a seamless user experience, prioritizing high-quality creative content. The platform allows all types of content, whether paid or organic, to gain visibility, which keeps users engaged. Senior decision-making oversees the balance between paid advertising and unpaid content, emphasizing long-term strategy and the importance of quality. TikTok supports advertisers by providing extensive resources and training to help them create compelling and engaging ads.
[26:57] TikTok is still in the early stages of establishing itself as a credible and trusted partner in the retail media space. Success in retail media requires reliable operations, strong relationships and effective campaign management, including accurate measurement and negotiation. TikTok’s immediate goal is to prove its reliability and consistency in handling routine tasks before exploring advanced features and special projects. Hamlyn outlines how the platform aims to meet different levels of retail media sophistication, adapting to different capabilities and needs, while introducing more innovative solutions as trust and credibility are built.