On July 03, 2024 TikTok announced several new features to give users and advertisers more control over data and privacy.

These changes include updates to ad targeting, especially for teens, and tools to improve transparency.

What’s New for Users?

New Regulations for Ads for Teens in the U.S.:  

Starting June 30th, TikTok will make it harder for advertisers to target teens in the U.S. Ads aimed at users aged 13 to 17 will no longer use personalized targeting. Instead, advertisers can only use broad categories like location, language, and device-related information.

Improvements on Ad Personalization:  

TikTok’s updated ad personalization settings let users customize what ads they see based on their interests and behaviors. For example, the users can choose to see more or fewer ads about “Gardening” or “Racing Games.” This makes it easier to see ads the users care about and avoid those they don’t.

A New Feature Related to Advertisers:  

A new feature called “Disconnect Advertisers” allows users to stop advertisers from using off-TikTok data to target them with personalized ads. This gives users more transparency and control over how their data is used.

A New ‘Clear Activity’ Feature: 

The ‘Clear My Activity’ tool lets users remove any off-TikTok activity data shared by advertisers. This could include things like adding an item to a shopping cart on an advertiser’s website. Once cleared, this data won’t be used for personalized ads anymore.

What’s New for Advertisers?

AI-Generated Content Regulations:  

TikTok now requires advertisers to label any AI-generated content. A new tool in the TikTok Ads Manager allows advertisers to declare if an ad is AI-generated. Users will see an AIGC label on such ads, promoting transparency about AI content.

Improvements on Data Sharing Troubleshooting:  

TikTok is adding more resources to help advertisers ensure their data sharing setups are correct and compliant.

Why This Matters for Advertisers

These updates change how advertisers can reach and engage with users on TikTok. 

1. Enhanced Targeting Precision for Teens: Advertisers will need to adjust their strategies since they can no longer use personalized targeting for teens. Instead, they must rely on broader categories like location, language, and device-related information, which requires more creative content to appeal to a wider audience.

2. Improved Ad Transparency and Trust: The new AI-generated content labeling and ad controls help build user trust. When users know what’s AI-generated and can control their ad preferences, they are more likely to engage positively with ads that match their interests.

3. Data Management and Compliance: Tools like “Disconnect Advertisers” and “Clear My Activity” mean advertisers must be more careful with data. They need to ensure they are transparent and respectful of user data preferences to maintain trust and comply with privacy regulations.

These changes highlight TikTok’s commitment to user privacy and data transparency. Advertisers need to adapt by respecting user preferences and utilizing the new tools to create meaningful and compliant ad experiences. 

Additionally, it is always crucial to track and measure your campaign results. For this, you can use the DataSlayer tool, which helps pull marketing data from TikTok and over 45 other sources, allowing you to upload it into the visualization platform of your choice for creating reports. Start a trial today and see how it can easily save you time.