Outbrain vs TikTok

Assertive Yield Hires Shez Iqbal and Jack Watt

Assertive Yield, a provider of publisher monetization technology, announced the strategic expansion of its team with two senior appointments: Shez Iqbal as Senior Director, Global App Monetisation, and Jack Watt as Lead Sales Engineer, EMEA. Iqbal brings over 20 years of experience in digital media and ad tech, having held senior roles at Criteo, Sabio, Sublime, LiveIntent, and Outbrain. Watt brings 13 years of ad tech experience, including a long tenure at MinuteMedia, with expertise in ad serving infrastructure and data strategy. These hires aim to strengthen Assertive Yield's technical and commercial capabilities across the app ecosystem and European markets, supporting its global growth strategy.

• Assertive Yield hired Shez Iqbal as Senior Director, Global App Monetisation, and Jack Watt as Lead Sales Engineer, EMEA.
• Iqbal has over 20 years of experience in digital media and ad tech, previously at Criteo, Sabio, Sublime, LiveIntent, and Outbrain.
• Watt brings 13 years of ad tech experience, including a tenure at MinuteMedia.

Litter Robot leverages TikTok Shop without discounting

Whisker, the maker of Litter Robot, has joined TikTok Shop to secure early adoption advantage and reach younger demographics like Gen Z and Gen Alpha. Despite being a high-consideration item at $699, Litter Robot found success on TikTok Shop due to its visually appealing self-cleaning features, which act as a 'thumb stopper.' The company maintains a firm pricing strategy, avoiding aggressive discounts typical on the platform. It also focuses on gaining first-party data by onboarding TikTok Shop customers to its app and carefully scaling its affiliate program with niche content creators. The brand anticipates a halo effect driving sales across other channels like its DTC website and Amazon.

• Whisker joined TikTok Shop in the past year to reach younger demographics.
• Litter Robot retails at $699 and relies on its self-cleaning feature to attract customers.
• Whisker avoids deep discounting on TikTok Shop, maintaining a firm pricing strategy.

TikTok Attribution Source Optimization Aligns Measurement and Bidding

TikTok introduces Attribution Source Optimization for app advertisers, allowing them to select their preferred attribution source (e.g., MMP) to inform campaign optimization. This addresses discrepancies between platform and MMP reporting by aligning measurement and bidding signals. Features include support for Adjust, AppsFlyer, Singular, and upcoming integrations with Airbridge, Branch, Kochava, and Tenjin. Alpha testing with iOS gaming app That's My Seat showed an 18% lift in Day 0 tROAS and 15% increase in billing ratio. The move aims to give advertisers more control as AI-driven automation increases, ensuring optimization uses the same conversion signals marketers trust for performance evaluation.

• TikTok launches Attribution Source Optimization for app advertisers.
• Solution available with Adjust, AppsFlyer, and Singular; integrations with Airbridge, Branch, Kochava, and Tenjin in development.
• Alpha test with That's My Seat showed 18% lift in AppsFlyer-reported Day 0 tROAS and 15% increase in billing ratio.

UNGA 2026: Building a Trusted and People-Centered Digital World

TikTok joined governments and leaders at the 81st UN General Assembly to advance a trusted and people-centered digital world, highlighting its economic impact and responsible AI innovation.