TikTok Launches New Ad Targeting Transparency Tools to Help Users Manage How Their Data is Used in the App
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Loading... - Carine Ali
- 10 Aug 2022
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TikTok’s looking to give users more insight into how their personal data is being used for ad targeting in the app, with the addition of a new ‘About this Ad’ info panel that outlines all of the various targeting elements that TikTok has used to display each ad to each user.
As explained by TikTok:
“We’re introducing a new ‘About this ad’ feature, so users will be able to tap on any ad in their feed and view some reasons why we’re showing this particular ad to them. This is another step we’re taking to bring more transparency into our advertising practices and help users understand how ads work on TikTok.”
As you can see in the above example sequence, now, you’ll be able to see more info about the ads that you’re shown in the app, by tapping on the ‘About this Ad’ button in the ad info screen. There, you’ll also be able to switch off ad personalization based on third-party data - though whether it’s on or off, TikTok will still be able to use your in-app activity in its ad targeting process.
The update will move TikTok more into line with other social apps, which offer similar ad transparency features - though it’s also worth noting that TikTok has been working to continue utilizing personalized ad tracking, in various ways, despite regulations and restrictions around such getting tighter in certain regions.
Last month, TikTok was forced to suspend a planned change to its privacy policy relating to the use of user insights for targeted advertising, amid questions over whether the change is actually legal under the latest provisions for data protection and control.
The planned update would have seen the app do away with asking users for their consent to run personalized ads, with TikTok seeking to process such data under what’s essentially a legal loophole in this respect, via the provision for ‘legitimate interest’. Read More...
