April 2025 kept paid social strategy in a state of tension. Search Engine Land reported that advertisers were pulling back from TikTok and boosting Meta amid ban uncertainty, while Marketing Dive had been tracking how…

In October 2022, Elon Musk completed his acquisition of Twitter, setting off immediate questions about content moderation, brand safety and advertiser confidence. For marketers, the story was bigger than one platform. It showed how quickly…

April 2021 brought one of the most important measurement changes in modern paid social. With iOS 14.5, Apple’s App Tracking Transparency framework required apps to ask users for permission before tracking them across apps and…

In mid-2020, TikTok introduced TikTok For Business as a home for its marketing solutions, then followed with self-serve advertising tools for small and mid-size businesses. The platform was quickly moving from cultural phenomenon to a…

In October 2018, Facebook launched Facebook Attribution, a measurement tool designed to help advertisers see the customer journey across Facebook apps, services and other publishers. It was part of a broader industry push to understand…