TikTok has recently announced some significant changes in its ad targeting options for teen users. Advertisers are now restricted from using personalized targeting and campaign selections to reach teens in the U.S. Instead, they can only target teens using broad options such as location, language, and device-related information. This change is aimed at preventing advertisers from exploiting teen user data to influence their behavior. With around 25% of TikTok’s audience being under 20, this alteration could have a significant impact on how brands engage with younger users.
Another noteworthy addition to TikTok’s platform is the increased control that users have over their logged interests. This feature allows users to customize the type of ads they see based on their interests, such as “Outdoor Sports” or “Racing Games.” By giving users more control over the ad content they are shown, TikTok is aiming to enhance the overall user experience and ensure that ads are more relevant and engaging to the audience.
In addition to the ad targeting changes, TikTok has also introduced new AI disclosure requirements for ad partners. Advertisers are now required to use a self-disclosure toggle to declare whether an ad is AI-generated. This means that ads created using artificial intelligence will be labeled as such, providing users with transparency about the origins of the content they are viewing. This step is crucial, especially as TikTok explores the use of virtual influencers to promote products within the app.
TikTok has further enhanced user data control features by introducing a “Disconnect Advertisers” option. This feature allows users to prevent specific advertisers from using their off-TikTok data to serve personalized ads. Additionally, TikTok has rolled out a “Clear My Activity” function, which enables users to disconnect any off-platform activity data shared by ad partners associated with their account. These new features empower users to have greater control over their data privacy and the ads they are exposed to.
The implementation of these new ad restrictions and data controls on TikTok signifies a shift towards greater transparency and user control within the platform. By giving users more agency over the ads they see and the data shared with advertisers, TikTok is prioritizing user privacy and experience. Moreover, the introduction of AI disclosure requirements ensures that users are aware of the use of artificial intelligence in ad content, fostering trust and transparency in advertising practices. As TikTok continues to innovate and evolve its platform, brands and marketers will need to adapt their strategies to comply with these new guidelines.
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