TikTok is No Longer Allowing Users to Opt Out of Personalized Ads
The more time goes on, the more privacy choices social media platforms offer to users. On most platforms, users can head into the settings and customize them in a way that suits them. For example, one of the biggest changes recently has been the option to opt out of personalized ads.
If the user is happy to receive personalized ads, the platform gathers data and builds a profile around them to provide relevant ads while on the app or website. If the user decides that they don’t want personalized ads, the platform cannot gather data, and ads are not tailored in any way. Though the latter is frustrating for the platform (and advertisers!), it at least provides choice to users and allows them some control over their digital experiences.
However, on April 15th, TikTok updated its advertising policies and users will no longer have the option to opt out of personalized advertising. Considering the recent conversations regarding privacy, this is an interesting move from the app that took the world by storm a couple of years ago.
Read More: TikTok: The Fastest Growing Social Network in 2019
The Change — No More Opting Out of Personalized Advertising
Back in March, TikTok revealed that it would soon update the personalized ads policy. Previously, TikTok allowed users to choose their ad preferences for data gathered on the platform as well as by third-party sources. If users wanted personalized ads, the platform would base the ads on things searched and watched by said users to keep them interested.
Now, after the change earlier in April, TikTik no longer offers this option. There has been mixed responses from industry experts as well as platform users. First things first, the change was initially spotted when people who had opted out of personalized ads received a notification. Essentially, TikTok said that advertisers are essential for the platform to remain free. Therefore, they can no longer allow users to opt out of this feature.
TikTok said in the notification that settings will change for those previously opting out, and the ads shown will be based on one’s interests and actions on the platform. Interestingly, TikTok then finished the notification by stating that users still have control over the extent to which ads are tailored. However, the option to have no personalization with ads has now been removed from TikTok.
Making Sense of the Change
Since entering the market, TikTok has been through a turbulent time. Initially, it was all highs as the platform took over the Western world. Then, President Trump revealed his intentions to have the platform banned from the United States and the app’s very existence was under threat. With Trump now away from the White House, it seems TikTok is happy with its status in the country and happy to take some more control.
What does it mean that users have control over the extent to which ads are tailored? Well, this relates to TikTok’s advertising partners, and it’s important not to get these two confused. As a TikTok user, you will now receive personalized ads based on the actions and searches you make on the platform. However, you can still opt out of personalization using data from advertising partners.
In the European Union, the GDPR (General Data Protection Regulation) has protected consumers somewhat. Due to this regulation, the change is forbidden in all countries in the European Union because consent is a necessity at all times. With no competing regulation in the United States, TikTok hasn’t broken any rules with this new change.
Not only has TikTok not broken any rules in the United States, but it has actually now moved in line with the policies seen elsewhere in the social media world. After the announcement of this change, there was lots of criticism around the video-based platform. However, it’s important to note that Facebook, Twitter, and Instagram all have similar policies. On all three, users can opt out of personalization using data from external websites but cannot opt out of personalization using data from the platforms themselves.
Read More: Why TikTok Ads are the Future
The Balance Between Advertising and User Happiness
For the longest time, social media platforms have been fighting a battle between keeping consumers happy and operating a viable business. Let’s not forget, Twitter and TikTok need to make a profit, and no income comes from the users. Well, no income comes from the point of entry because there’s no fee to join most social media websites and apps. Therefore, it has always been a challenge for websites of this nature to keep consumers happy while generating enough income to exist.
One TikTok representative has even spoken of this challenge saying that the goal of the platform is to respect user privacy while also allowing businesses an opportunity to reach the right audiences. TikTok is new to the market, and the advertising platform is even newer. Despite this, the representative said that transparency has always been the goal with the advertising side of TikTok — not only for advertisers but for users too.
It’s fair to say that the advertising business for TikTok is now incredibly important. All parties were concerned for a while when Trump not only threatened to remove TikTok from the country but actively took steps to see this happen. Once Trump left office, TikTok’s future seemed just a little more secure and now both consumers and advertisers are happier about sticking around. For the latter, this means spending money and using the platform as a way to generate exposure and sales.
Yet, one problem still remained for TikTok — the fact that a certain percentage of users were still opting out of targeted advertising. Suddenly, the audience to which advertisers had access shrunk. By forcing personalized ads onto users, advertisers now have a reason to choose TikTok as their primary marketing platform. They target a much bigger audience and get more from their investment on the platform.
Read More: How to Create A Hashtag Campaign on TikTok
Advice for TikTok Users
If you’re a TikTok user, you might be baffled and confused by this recent announcement. You don’t want personalized ads, and you don’t want TikTok to create a profile for your account and use this data to offer tailored ads. The good news is that TikTok’s new ads policy is no different from the one you already accept with Twitter, Instagram, and Facebook. Also, you can opt out of TikTok using data from external locations to build this profile, so you still have this control.
If you opt out of third-party data collection, advertisers can only use data from TikTok. For example, your interests, the things you watch, and the things you search while using the app.
Advice for TikTok Advertisers
While some people believe that TikTok made this change to bring the app level with other social media platforms, like those discussed previously, others believe that this was a necessity after Apple’s reveal of iOS 14. Once updated, apps will need to get the permission of users before performing cross-app tracking.
Read More: TikTok Ad Campaigns — How It Works
As soon as Apple released the plan for iOS 14, companies large and small started to panic about their personalized ads model. It’s no exaggeration to think that Apple will present users with an option to track or not track the first time that they launch an app after updating to iOS 14. When given the option in simple terms, it’s also no exaggeration to think that the vast majority of people will click or tap against tracking.
Consequently, all the major social media platforms are trying to find the best way to keep personalized ads while still adhering to iOS 14 and other regulations. As an advertiser, you’ll need to pay close attention to how all the major platforms approach this new environment in the coming months.
Recently, Instagram asked users to choose an option when tapping on the app. Yet, it positioned the tracking option as providing a ‘better ads experience’. In other words, it wanted people to allow tracking to improve the ads experience. The app was asking permission to use activity from other websites and apps, and the Make Ads More Personalized option was colored in bright blue while the Make Ads Less Personalized option was less noticeable in black.
Summary
TikTok no longer allows users to opt out of personalized ads using data from the platform itself. This being said, there will still be an option to limit data from advertising partners and other parties. Despite the negativity surrounding this move in recent weeks, it’s actually similar to what we already see with Twitter, Instagram, and Facebook. Given the size of TikTok, it’s now fair to utter this platform’s name alongside the might of these three social media giants.
It should mean more targeting opportunities and a larger reach for advertisers. However, we could see more changes from TikTok and other social media websites as Apple’s iOS 14 releases and takes effect. If this news proves anything, it’s that the balance between consumer and advertiser happiness is one that’s always adjusting.
