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TikTok discontinued its legacy MMP integration on March 31, 2025. Apps not migrated to SAN integration by that date lose in-app event sharing, attribution functionality, and the ability to create new campaigns or ad groups.
This analysis describes what TikTok Ads's agreement states, permits, or reserves. It does not constitute a legal determination about enforceability. Regulatory applicability and practical outcomes may vary by jurisdiction, enforcement context, and individual circumstances. Read our methodology
This provision establishes a hard operational cutoff that directly suspends campaign creation access and disables attribution data for non-migrated apps. Advertisers relying on legacy MMP integrations for measurement and campaign management face a complete loss of those functions until SAN migration is completed.
Under this provision, advertisers whose apps remain on legacy MMP integration after March 31, 2025 cannot create new campaigns or ad groups and lose in-app event attribution data. The terms require full migration to SAN integration to restore these functions.
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"Starting March 31, 2025, TikTok's legacy integration with Mobile Measurement Partners (MMPs) will be discontinued. If your app remains on legacy integration after this date, in-app event sharing and attribution for TikTok campaigns will no longer function. Additionally, new campaign and ad group creation will be suspended until your app fully migrates to SAN integration.Excerpt from TikTok Ads's TikTok Branded Content Policy
1. REGULATORY LANDSCAPE: This provision governs attribution and event data flows between TikTok and third-party Mobile Measurement Partners, which may implicate data processing agreements required under GDPR for EU-market advertisers and data sharing disclosure obligations under CCPA for California-based operations. The FTC's oversight of advertising measurement and data sharing practices may be relevant where attribution data involves consumer behavioral tracking. Specific articles are not cited in the document. 2. GOVERNANCE EXPOSURE: High. The provision creates a binary operational dependency: non-migrated apps lose both attribution infrastructure and campaign creation capability simultaneously. For advertisers managing active campaigns, this creates measurement gaps and potential campaign continuity disruptions that may affect reporting obligations to clients, internal stakeholders, or regulatory bodies in markets requiring transparent advertising data practices. 3. JURISDICTION FLAGS: EU/EEA advertisers face heightened exposure because SAN integration involves data transfer and processing configurations that may require updated data processing agreements and transfer mechanism documentation under GDPR. California-based advertisers should evaluate whether the SAN integration data flows alter the categories of data shared with TikTok in ways that require CCPA disclosure updates. 4. CONTRACT AND VENDOR IMPLICATIONS: Advertisers operating under agency or managed service agreements that guarantee campaign delivery or measurement outputs should review whether the MMP discontinuation constitutes a material change requiring contract amendment or client notification. Vendor assessments of SAN integration data handling practices may be required where existing data processing agreements reference MMP-based attribution architectures. 5. COMPLIANCE CONSIDERATIONS: Compliance teams should confirm migration status for all active app integrations, audit any gaps in attribution data occurring after March 31, 2025, and assess whether measurement gaps affect any regulatory reporting or advertiser disclosure obligations. Updated data processing agreements with TikTok reflecting SAN integration architecture should be reviewed and executed as applicable.
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This provision establishes a hard operational cutoff that directly suspends campaign creation access and disables attribution data for non-migrated apps. Advertisers relying on legacy MMP integrations for measurement and campaign management face a complete loss of those functions until SAN migration is completed.
Under this provision, advertisers whose apps remain on legacy MMP integration after March 31, 2025 cannot create new campaigns or ad groups and lose in-app event attribution data. The terms require full migration to SAN integration to restore these functions.
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