TikTok, in an attempt to improve its transparency measures, is 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 TikTok uses to display each ad to each user.
As TikTok explains:
“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.”
Target Acquired
Now, users will be able to see more information about the ads that they’re being shown, simply by tapping the ‘About This Ad’ button on the ad info screen. There, you’ll also be able to switch off ad personalization on third-party data – though regardless of if 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 in line with other social apps that offer similar ad transparency features – though it’s also worth noting that TikTok has been working to continue using personalized ad tracking in various ways, despite the restrictions and regulations around such getting tighter in certain regions.
Last month, TikTok was forced to suspend some of its changes to its privacy policy relating to the use of user insights for targeted advertising amid questions of whether or not the change is legal under the latest EU provisions for data protection and control. The planned update would’ve allowed TikTok to get away with asking users for their consent to run personalized ads, with TikTok seeking to process the data under what’s essentially a legal loophole through the provision of ‘legitimate interest’. By implying that personalized ads fall under this provision, TikTok was set to circumvent the EU’s ePrivacy Directive. Luckily, authorities called for a review before the process could take effect.
To say it differently, on one hand, TikTok is looking to be more upfront about how your personal information is being used for ad targeting, while on the other, it’s also looking to avoid restrictions on such, through questionable means. Maybe TikTok loves the paradox?
On top of its new ‘About This Ad’ element, TikTok has also launched an updated ad data usage overview to help users understand how they can be targeted with ad content. Users can now also choose whether or not they are shown ads based on the estimates of their interests or gender.
The Wrap
It’s a good update overall, bringing TikTok more in line with other apps and adding a deeper sense of control when it comes to being shown relevant ads. Also interesting would be to see how TikTok works to manage its other data mitigation efforts to avoid the full impacts of Apple’s ATT update. It’s good that TikTok is giving users more control, but it should also go about doing it while relying less, if not at all, on questionable methods.
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