ClickZ Digital Ad Platform News | Alexa Plus Set To Sell

Plus: TikTok’s new ‘Engaged Session’ could reshape post-click retargeting

Author

Rafe Houston
August 06, 2025 • Estimated Reading Time: 5 minutes

ClickZ Digital Ad Platform News

This week, here’s what’s happening in the world of adtech:
- Amazon wants Alexa to whisper product ads—privacy watchdogs take note
- TikTok tests post-click “Engaged Session” retargeting for deeper attribution
- CJ Affiliate cracks TikTok Shop’s walls for cross-channel performance data
- Mobile-first DSPs climb the 2025 leaderboard amid IDFA headwinds
- A new AI studio promises cheaper, faster social content pipelines

🌟 Editor’s Pick - Incrementality Over Instincts

Stop Chasing Conversions - Start Measuring Real Growth
The path to measurement maturity isn’t about tracking every conversion - it’s about understanding what’s truly incremental.

That’s the focus of Fospha’s new Meta whitepaper, created in partnership with six leading eCommerce brands. The findings reveal what happens when marketers move beyond Last Click - and start building systems that reflect how growth actually happens.

Highlights include:

  • Why Last Click dramatically undervalues upper-funnel marketing

  • Predictive modeling uncovering up to 80% more revenue potential in Meta

  • How brands found the confidence to reallocate budget and scale new channels

  • How combining incrementality testing with always-on measurement completes the measurement puzzle - delivering a holistic, reliable view of marketing impact

As Andy King, Head of Performance Marketing at NBrown, put it:

“It was really insightful to see how much Meta’s impact was being underestimated by Last Click. Fospha’s data gave us a clearer picture of its true value, in the context of our other channels, highlighting opportunities we hadn’t fully recognized before.”

👉 Download Fospha’s Meta Whitepaper to see how leading brands are redefining measurement for 2025.

📌WEEKLY MUST-KNOWS

AMAZON VOICE
Amazon Eyes Ads In Alexa Plus To Offset AI Costs Amid Privacy Concerns
Amazon is weighing “organic” product recommendations inside Alexa Plus chats to subsidize its $31 billion AI bill. Turning the voice assistant into an ad surface could open a fresh media channel for brands—while intensifying privacy scrutiny from regulators and users.

TIKTOK MEASUREMENT
Social Media Updates And New Features To Know This Week
TikTok’s new “Engaged Session” test lets advertisers retarget users who spend 10+ seconds on a post-click landing page. The move tightens attribution loops in a cookieless era, giving performance teams richer intent signals beyond in-app views.

Ragan PR Daily

SOCIAL COMMERCE
CJ Affiliate Bridges TikTok Commerce With Traditional Performance Marketing
CJ Affiliate’s new program lets publishers promote TikTok Shop products across any channel and view earnings alongside Amazon or DTC sales. Breaking TikTok’s walled-garden unlocks enterprise-grade tracking and could accelerate creator-led commerce budgets.

ClickZ is hosting an exclusive drinks gathering on Day 3 of eTail Boston—and you’re on the list.

We’re bringing together some of the sharpest minds in retail and marketing for an evening of cocktails and insider conversations, all just steps away from the event venue.

Wednesday, 13 August | 4:30 PM (Day 3)

📍 5 minutes from the venue (details shared upon RSVP confirmation)

If you’re serious about the next wave in commerce, this is the spot to be.

Spots are limited—grab yours now.

⚡QUICK READS

Top Demand-Side Platforms (2025): BusinessofApps’ leaderboard shows mobile-first DSPs doubling down on SKAdNetwork and incrementality, signaling where programmatic dollars may migrate next. (More)

MediaWorkbench.ai Launches All-In-One Social Studio: New generative-AI suite promises script-to-post workflows, giving lean teams faster creative throughput without agency fees. (More)

Future Of AdTech: AI, CTV, First-Party Data: Vocal’s industry brief flags AI bidding and CTV inventory as 2025’s fastest-moving levers—urging marketers to diversify beyond cookie-based targeting now .(More)

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