Episode Details

TikTok and Amazon are both rewriting how they count ad results — and brands are caught in the middle. Plus, a UK wellness marketplace just outgrew every AI and fintech startup in Europe.

In this episode:

• TikTok is rolling out its own attribution framework to challenge last-click measurement, entering a space already destabilised by Apple's iOS privacy changes and competing platform-reported numbers from Meta and Google.
• Amazon is claiming its ads generate sales beyond standard attribution windows, but agencies are demanding independent proof, arguing the company has an obvious financial interest in inflating its own ROAS figures.
• Healf, a curated UK health and wellness marketplace, ranked number one out of 250 of Europe's fastest-growing startups in the 2026 Sifted ranking, beating AI and fintech companies across the continent.

The Digital Commerce Daily is a concise briefing for ecommerce, retail media and digital commerce professionals, hosted by Marco & Klara. New episode every day.

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