Assessing the value of ads and their placement is one of the keys to unlocking greater efficiency. But, measuring and conveying that value to your clients can get your data teams stuck in a never-ending reporting cycle. Finding ways to optimize your team's productivity so they stay focused on delivering value and developing strategy is a challenge that marketers run into all the time. Fortunately, there are steps you can take to strike the right balance.

TikTok has made waves all over the advertising landscape for a few years now. And their latest big announcement — unveiling their first-party measurement solution that allows marketers to go beyond the last-click model and truly understand their customers’ journeys on TikTok — has lots of folks in the industry excited. But we’d recommend assessing this news with a critical eye.

2024 will be pivotal for media advertising as the world deals with significant changes in the societal landscape. Brands, now more than ever, will focus on maximizing efficiency as they navigate this period of uncertainty. Media teams that recognize this shift and can take advantage of it will enjoy outsized results, gain traction with clients, and usher in a new era of productivity. This article provides insights and predictions for media experts to help them maneuver their way to success against the backdrop of a potentially turbulent year.