Source: Digiday
TikTok's opaque algorithm and massive influence over app discovery are forcing performance marketers to abandon traditional last-click attribution and invest in probabilistic modeling instead. This shift hands more interpretive power to platforms while making it harder for brands to prove ROI independently. TikTok and other walled gardens gain structural advantage by offering their own attribution data, while smaller ad networks and measurement tools lose leverage. App marketers are choosing convenience and reach over measurement certainty, which means budget allocation decisions increasingly depend on platforms' self-reported metrics rather than verifiable user behavior.