For a long time, TikTok was regarded by the market as an experimental environment focused on creativity, trends, and brand visibility. But the 2025 edition of TikTok World marked a turning point in this stance. By presenting a series of tools focused on measurement, attribution, and campaign structuring, the social network signals its intention to compete directly with Google and Meta for performance media budgets.
The route change reflects a clearer ambition of the platform to establish itself as a complete journey solution. For Bruno Cunha Lima, founder of theKipai, a media, data, and performance specialized agency, the set of launches presented, including TikTok One, TikTok Market Scope, and integrations with Marketing Mix Modeling (MMM) models, reinforces the network's intention to establish itself as a media channel delivering at all stages of the funnel.
"The platform understood that, to participate in the core strategies of brands, it needs to go beyond awareness and demonstrate impact on conversion, business, and real results. And it is building technology for this," says Lima.
In the expert's view, the platform no longer relies solely on creative appeal and instead offers a more robust operational logic, based on data, measurement, and integration with other channels. The centralization of creative solutions on TikTok One and the deepening of measurement through MMM should accelerate this transition.
"The landscape changes when the brand has access to a creative structure connected to data and a solid attribution model. This transforms the way a campaign is planned, executed, and measured within the network," he analyzes.
Despite the technical advancement, the maturity of the brands is still seen as an obstacle to the full adoption of this new model. Many still operate with fragmented structures, with little integration between media, content, and data intelligence.
There is a gap between what the platform is already capable of offering and how many brands currently use it. TikTok is ready to be a performance channel, but many companies still treat it as an isolated space, for one-off or viral actions, he notes.
Bruno sees this movement as an opportunity to redesign workflows and align strategies with an increasingly comprehensive and demanding platform landscape. The challenge, however, lies less in technology and more in the organizational structure of the advertisers.
"The tools are available. But without integration between departments and a data-driven operation, this potential is lost. The bottleneck today is much more internal than external," concludes the executive.
