Basis Technologies’ TikTok Integration Gives Advertisers Real-Time Performance Data

As social media continues to infiltrate more and more of our daily lives, increasingly advertisers are asking how they can take advantage of data that’s being collected to improve the performance of their campaigns. Today, Basis Technologies is taking a big step by announcing an integration with TikTok that will provide advertisers with access to real-time performance data from TikTok’s self-serve platform.

Basis, which provides cloud-based workflow automation and business intelligence software for marketing and advertising, said the new integration with TikTok will allow for campaign management intelligence and insights, across programmatic, direct, search, and social. It comes in direct response to advertiser demand.

Research shows that the average social media user interacts with 6.6 social media platforms. Of those, TikTok has become one of the most influential. TikTok’s users spend an average of 96 minutes a day on the app — nearly 5x the time spent on Snapchat and double the time spent on Facebook and Instagram. The company has built itself into an ad juggernaut, rapidly growing, even as rivals like Meta and Snap have faltered. The company reportedly doubled its revenue from 2021 to 2022.

“As user consumption habits continue to shift, and with more time being spent on TikTok than ever before — many of the advertisers we work with have become more comfortable testing and investing in TikTok advertising over the last year,” says Amy Rumpler, senior vice president of search and social services at Basis. “This increase in interest for media activation has also led to an increase in demand around understanding the effectiveness of media on that platform.”

With so many ways to connect, advertisers are struggling to figure out how best to target users — particularly on newer platforms, like TikTok. Each website, platform, app, or vendor has its own unique features and interfaces for advertisers to navigate. Companies like Basis are working to simplify that experience by offering a central hub for managing campaigns across different platforms and making it easier for advertisers to understand and optimize performance data.

According to Basis, the company’s new TikTok integration is the first of its kind, integrating with social media sources to gather insights for real-time reporting. Most media management systems and DSPs don’t currently have integrations with social media ad sources that allow automated standardization of reports. This new integration with TikTok will also allow marketers to optimize, analyze and make updates without leaving the platform or logging into third-party systems.

The integration hits on a key issue impacting the digital media ecosystem right now — interoperability. Rumpler says that having a system that seamlessly communicates with TikTok drives interoperability and allows planners, buyers and analysts to focus their time elsewhere — like on researching, creating, testing and implementing new strategies and tactics. This type of integration also helps agencies and brands create higher functioning media teams and higher functioning media plans, she says.

“The integration of real-time TikTok data in the Basis platform enables advertisers to be more nimble with decisions around their media mix and media optimizations. Advertisers are able to seamlessly monitor TikTok performance alongside other digital channels in one dashboard,” says Rumpler. “Consequently, they can make faster decisions to improve business and media KPI outcomes.” 

Rumpler believes the integration could lead to a faster shift in media spend, and an overall increase in performance of all campaigns involving TikTok. In real-time, marketers will now be able to leverage Basis tools to see how disparate ad channels are performing, and take fast action in how and where they are spending their budgets. 

“By delivering more real-time data to our clients, we’re enabling informed decision-making by rooting them in a complete picture of media effectiveness,” she says. “And we’re saving media planners, buyers and analysts valuable time by consolidating TikTok data alongside the other digital channels they buy.”