Sellers, beware! TikTok will push personalized ads to users by default

Recently, a pair of high-waisted leggings became popular on TikTok, and "tiktokleggings" once became one of the most searched words on Amazon. The popularity of this product once again proved to the majority of sellers the powerful ability of TikTok to bring goods, and also made more sellers turn their attention to TikTok.

According to foreign media reports, TikTok will make changes to its advertising settings in the near future. What impact will this have on users and sellers? Let's take a look!

Many TikTok users reported on Twitter that they had received a notification from TikTok, which stated that starting from April 15, 2021, TikTok will show advertisements to users based on the content they watch on the platform, rather than just showing regular ads .

It can also be seen from the notification that although personalized ads will become the default setting, users can still decide whether to choose tailored ads based on data provided by TikTok's advertising partners .

From the discussion among netizens, we can see the attitude of TikTok users towards the adjustment of the advertising settings↓

I wouldn’t mind too much if they tailored ads to my TikTok activity, what I object to is the tracking across other apps and activities.

I can accept personalized ads, but it's really crazy to log into TikTok and see the same video two weeks in a row.

Generation Z tends to appreciate personalized ads, and I guess many of them will click to allow ...

Back to the notification itself, personalized ads are ads served to users based on their TikTok data , which means sellers can use this data to target users they think will buy their products.

Previously, sellers who tried to use TikTok to attract traffic reported that TikTok does have traffic, but the conversion effect is not that good. Will the delivery of personalized ads effectively increase the user's purchase probability?

However, considering the recent lawsuits and complaints TikTok has faced in the United States and Europe over user privacy issues, setting personalized ads as the default option may be opposed by privacy experts and consumer rights advocates.

A TikTok spokesperson said in a statement: "TikTok is committed to respecting user privacy and building personalized experiences that enable meaningful connections between businesses and users. We will continue to be transparent about our data privacy practices and help users understand their privacy choices in our Safety Center ."

TikTok

Personalized advertising

user

Seller