For TikTok, this is a natural progression of its paid advertising as it looks to improve the effectiveness of campaigns run on its platform. Among the major short-video platforms, TikTok is the furthest along in developing its ad business. Aside from Triller, TikTok is the only short-video venue that offers paid advertising.

To that end, TikTok has introduced new features that allow advertisers to better track the effectiveness of their campaigns. TikTok has expanded its partnership with location data provider Foursquare to allow advertisers to connect ad campaign views to in-store visits for more visibility into TikTok’s impact on brick-and-mortar traffic.

The advertiser unrest will be tempered by the fact that social media—Facebook in particular—is a hard habit to give up, due to the effectiveness of its ad products. But we still think that at least one major advertiser, and maybe more, will cut the cord.

The good news: Most of the executives we interviewed reported that their ability to measure story effectiveness is getting better. The bad news: As with any newer format, the number of measurement methods hasn’t quite kept up with marketers’ demands.

The effectiveness of some of the recent deployments have been a little erratic, while others are already proving to be powerful tools for marketers.”. Paysafe used the Showcase Pages feature to tackle an ongoing problem with its corporate identity, which is convoluted by its holding company and discrete subsidiaries operating under similar names.

The marketing function with the greatest degree of in-house execution was email marketing, handled internally by 66% of respondents. This was followed by brand websites, social media marketing, and SEO, all of which were handled in-house by more than half of respondents.