Jorge Ruiz, TikTok's Global Head of Marketing Science, shares insights into navigating advertising effectiveness in a privacy-conscious world. He discusses TikTok's innovative measurement solutions amid tighter regulations and common pitfalls advertisers face. Key topics include the distinct measurement strategies for app versus e-commerce, the significance of creative analytics, and incrementality in marketing. Jorge also emphasizes the need for tailored approaches in adapting to privacy challenges and the evolving landscape of advertising measurement.

Join Jorge Ruiz, Global Head of Marketing Sciences at TikTok, and Sorin Patilinet, Sr. Director of Global Marketing Effectiveness at MARS, as they dive into the shifting landscape of marketing. They discuss the growing importance of post-testing versus traditional methods, and the need for creativity and authenticity in today’s campaigns. Notably, they explore TikTok's unique advertising strategies and measurement tools that enhance audience engagement. The conversation highlights the critical balance of efficiency and effectiveness in modern marketing.

Kay Hsu from Spotify and Jorge Ruiz from TikTok discuss uniting creativity and media for effective marketing. They explore adapting strategies to platforms like TikTok, leveraging context for ads on Spotify, engaging with communities for brand communication, and how younger generations seamlessly merge creative and media strategies in the digital age.