TikTok强制推行GMV Max，大型广告商担忧控制权旁落

Core Viewpoint - TikTok has implemented a significant change in its e-commerce advertising strategy by mandating the use of its new GMV Max tool for advertisers, which is designed to optimize ad strategies and maximize returns [1][3]. Group 1: GMV Max Tool Implementation - GMV Max, launching in 2024, requires all brands wishing to run paid ads on TikTok Shop to use this AI-driven tool starting September 1 [1]. - Advertisers must select products, set budgets, and target return on investment, with the GMV Max algorithm managing the ad strategy [1]. Group 2: Industry Reactions and Concerns - The mandatory use of GMV Max has sparked controversy, as advertisers feel it limits their control over ad strategies and complicates performance evaluation outside TikTok's ecosystem [3]. - Some marketing professionals view GMV Max as a "black box," lacking transparency in data, which hinders broader marketing strategy development [3][4]. - Despite the industry's shift towards AI in advertising, some believe TikTok's timing is premature, as GMV Max has not yet proven effective for all advertisers [4]. Group 3: Advertiser Support and Challenges - Smaller sellers have welcomed GMV Max for its time-saving benefits and assurances, while larger advertisers express concerns over losing control in the ad process [4]. - TikTok has introduced measures like "return on investment protection" to alleviate advertiser concerns, ensuring a minimum ROI of 90% of the set target [4]. - Advertisers have noted shortcomings in GMV Max's ability to accurately measure ad effectiveness, as it attributes all Shop purchases to GMV Max campaigns, regardless of actual ad exposure [4]. Group 4: Challenges in Attracting Major Brands - TikTok faces challenges in attracting large brands to its platform, despite some notable names like Anker and Maybelline joining [5]. - Difficulties include finding suitable teams within large companies to promote TikTok Shop and complaints about counterfeit products appearing in store promotions [5].