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Lead DevelopmentFACT · 4/5•2 Oct '26•Via Digiday

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.

Entities:TikTok AppsFlyer Adjust Singular Branch Kochava Tenjin

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