How Meta, TikTok & Buzzvil Are Solving Ad Tracking Challenges in E-Commerce Platforms

MadUp has surpassed 200 brands utilizing its collaborative advertising operations with Meta, according to a report by Seoul Economic TV on July 3, 2026. The company is expanding its retail media business to address tracking difficulties associated with advertising within distribution platforms.

Retail media refers to advertising placements on the websites or apps of retailers. MadUp is scaling these operations by leveraging a network of platforms that include Meta, TikTok, and Buzzvil, which provide integrated functional support for these ad types.

According to Seoul Economic TV, the expansion targets a specific technical gap in the industry: the difficulty of accurately tracking performance when brands execute advertisements within third-party distribution platforms.

How does MadUp’s retail media approach work?

The company focuses on closing the loop between ad exposure and actual purchase. Traditional distribution platform ads often lack precise attribution, making it hard for brands to know if a specific ad led to a sale. MadUp uses its partnership with Meta and other media entities to provide more granular performance tracking.

By integrating with platforms like TikTok and Buzzvil, MadUp allows brands to deploy ads that are more closely tied to conversion data. This shift helps brands move away from broad reach metrics toward verified sales outcomes.

Why is the 200-brand milestone significant?

The milestone of 200 brands using Meta-collaborative operations indicates a growing adoption of “collaborative ads” in the Korean market. These ads allow a brand to use a retailer’s product catalog to run targeted ads on a social platform, which then direct users back to the retailer’s site.

This model solves the attribution problem by sharing data between the retailer and the ad platform. According to the reporting from Seoul Economic TV, this specific operational framework is what has allowed MadUp to scale its client base to the current 200-brand mark.

What is the competitive landscape for retail media?

MadUp is competing in a space where major platforms are increasingly building their own ad ecosystems. Meta and TikTok have shifted from being simple social networks to becoming critical infrastructure for retail media by offering specialized tools for e-commerce tracking.

The inclusion of Buzzvil in MadUp’s toolkit suggests a strategy of diversifying beyond global social giants to include lock-screen and reward-based ad networks to capture users at different touchpoints of the mobile experience.

This diversified approach contrasts with brands that rely solely on a single platform’s internal ad manager, providing a broader layer of performance data across multiple media channels.