TikTok has recently made significant changes to its advertising targeting options, specifically aimed at teen users. Advertisers can no longer reach teens in the U.S. using personalized targeting and campaign selections. Instead, they are limited to broad targeting options such as location, language, and device-related information. This change is crucial in protecting teen user data from being exploited by advertisers for influencing their purchasing decisions.
User Control over Ad Content
In addition to the restrictions on ad targeting, TikTok is also giving users more control over the ads they are shown. Users now have the ability to customize the ad topics that TikTok has identified as relevant to their interests. This means that users can choose to see more or fewer ads related to specific categories, such as “Outdoor Sports” or “Racing Games”. The introduction of a “Disconnect Advertisers” feature further empowers users to prevent specific advertisers from using their off-TikTok data to serve personalized ads.
TikTok is also implementing new AI disclosure requirements for ad partners. Advertisers will now be able to declare an ad as AI-generated using a self-disclosure toggle in the TikTok Ads Manager. This means that ads utilizing AI technology will be labeled as such, giving users transparency into the nature of the commercial content they are viewing. With TikTok looking to enable brands to create virtual influencers using AI technology, this disclosure requirement is essential in ensuring that users are aware they are interacting with a digital persona, not a real person.
With around 25% of TikTok’s audience being under 20 years old, the changes in ad targeting and data control features could significantly impact marketing strategies on the platform. While advertisers can still reach teen users based on broader trends, the limitations on personalized targeting require a shift in approach. Brands will need to adapt their strategies to comply with TikTok’s new rules and ensure that they are providing relevant and ethical advertising experiences to users.
The recent updates to TikTok’s ad targeting, data control, and AI disclosure requirements mark a significant shift in how advertising is conducted on the platform. By prioritizing user privacy and transparency, TikTok is setting a new standard for digital advertising practices. Advertisers will need to embrace these changes and adapt their strategies to build trust with users and create engaging, relevant content. As the platform continues to evolve, advertisers must stay informed and proactive in implementing these new features to maximize their advertising effectiveness on TikTok.
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