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TikTok Launches New Ad Targeting Transparency Tools to Help Users Manage How Their Data is Used in the App

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TikTok Launches New Ad Targeting Transparency Tools to Help Users Manage How Their Data is Used in the App

TikTok’s 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 that TikTok has used to display each ad to each user.

As explained by TikTok:

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.

As you can see in the above example sequence, now, you’ll be able to see more info about the ads that you’re shown in the app, by tapping on the ‘About this Ad’ button in the ad info screen. There, you’ll also be able to switch off ad personalization based on third-party data – though whether 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 into line with other social apps, which offer similar ad transparency features – though it’s also worth noting that TikTok has been working to continue utilizing personalized ad tracking, in various ways, despite regulations and restrictions around such getting tighter in certain regions.

Last month, TikTok was forced to suspend a planned change to its privacy policy relating to the use of user insights for targeted advertising, amid questions over whether the change is actually legal under the latest EU provisions for data protection and control.

The planned update would have seen the app do away with asking users for their consent to run personalized ads, with TikTok seeking to process such data under what’s essentially a legal loophole in this respect, via the provision for ‘legitimate interest’. By implying that personalized ads fall under legitimate interest grounds, TikTok was seeking to circumvent the EU ePrivacy Directive, but authorities called for a review of the process before it could go into effect.

In other words, while on one hand TikTok’s looking to be more upfront about how your personal information is being used for ad targeting, on the other, it’s seeking to avoid restrictions on such, through questionable means.

European authorities will now need to review TikTok’s case before it can go ahead with the change.

In addition to the 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, while users can also now choose whether the ads they are shown are based on estimates of their interests and/or gender.

“For example, users can choose to turn off the interest category “Beauty” so they will receive fewer ads that target to match this interest. Users can change their gender setting or input any gender of their choosing. These updates can be changed at any time in the app and apply only to users’ ad settings, which does not affect other TikTok services.

So, again, this brings TikTok more into line with other apps, which already offer similar ad data control options, which could help to ensure more relevant ads are shown to TikTok users, while also giving users more capacity to manage how they’re targeted with such in the app.

It’s a good update, though it will be equally interesting to see how TikTok works to manage its other data mitigation efforts to avoid the full impacts of Apple’s ATT update and other control measures.

TikTok should give users more control, but the app is also developing a reputation for questionable activity, in counter to accepted moderation and data usage parameters.

You can read more about TikTok’s new ad targeting transparency tools here.

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4 new social media features you need to know about this week

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New social media features to know this week


Social media never stands still. Every week there are new features — and it’s hard for the busy comms pro to stay up-to-date on it all.

We’ve got you covered.

Here’s what you need to know about this week.

LinkedIn

Social media sleuth Matt Navarra reported on Twitter that LinkedIn will soon make the newsletters you subscribe to through the site visible to other users.

This should aid newsletter discovery by adding in an element of social proof: if it’s good enough for this person I like and respect, it’s good enough for me. It also might be anopportunity to get your toe in the water with LinkedIn’s newsletter features.

Instagram

After admitting they went a little crazy on Reels and ignored their bread and butter of photographs, Instagram continues to refine its platform and algorithm. Although there were big changes over the last few weeks, these newer changes are subtler but still significant.

 

 

First, the animated avatars will be more prominent on profiles. Users can now choose to flip between the cartoony, waving avatar and their more traditional profile picture, rather than picking one or the other, TechCrunch reported, seemingly part of a push to incorporate metaverse-esque elements into the app.

Instagram also appears to have added an option to include a lead form on business profiles. We say “appears” because, as Social Media Today reports, the feature is not yet listed as an official feature, though it has rolled out broadly.

The feature will allow businesses to use standard forms or customize their own, including multiple choice questions or short answer.

Twitter

In the chaotic world of Twitter updates, this week is fairly staid — with a useful feature for advertisers.

The platform will roll out the ability to promote tweets among search results. As Twitter’s announcement points out, someone actively searching for a term could signal stronger intent than someone merely passively scrolling a feed.

Which of these new features are you most interested in? That LinkedIn newsletter tool could be great for spreading the word — and for discovering new reads.

Allison Carter is executive editor of PR Daily. Follow her on Twitter or LinkedIn.

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Twitter Tests Expanded Emoji Reaction Options in DMs

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Twitter Tests Expanded Emoji Reaction Options in DMs

Twitter’s looking to give users a broader set of emoji reactions for their DMs, while also, potentially, enabling personalization of your quick reactions display in the app.

As you can see in these mock-ups, shared by Twitter designer Andrea Conway, Twitter’s testing a new search option within the reaction pop-up in DMs which would enable you to use any other emoji as a reaction to a message.

An extension of this would also be the capacity to update the reactions that are immediately displayed to whatever you choose.

Twitter DM reactions

It’s not a game-changer by any means, but it could provide more ways to interact via DMs, and with more interactions switching to messaging, and more private exchanges, it could be a way for Twitter to better lean into this trend, and facilitate a broader array of response options in-stream.

Twitter’s working on a range of updates as it looks to drive more engagement and usage, including tweet view counts, updated Bookmarks, a new ‘For You’ algorithm, and more. Elon Musk has said that he can envision Twitter reaching a billion users per month by next year, but for that to happen, the platform needs to update its systems to show people more of what they like, and keep them coming back – which is what all of these smaller updates, ideally, build to in a broader approach.

But that’s a pretty steep hill to climb.

Last week, Twitter reported that it’s now up to 253 million daily active users, an increase on the 238 million that it reported in July last year. Daily and monthly active usage is not directly comparable, of course, but when Twitter was reporting monthly actives, its peak was around 330 million, back in 2019.

Twitter MAU chart

As noted in the chart, Twitter switched from reporting monthly active users to daily actives in 2019, but looking at the two measurements, it’s hard to imagine that Twitter’s monthly active usage is any more than 100m over its current DAU stats.

That means that Twitter has likely never reached more than 350 million active users – yet Musk believes that he can best that by close to 200% in a matter of months.

Seems unlikely – even at current growth rates since Musk took over at the app, Twitter would only be looking at around 500 million users, optimistically, by the end of 2024.

If it can maintain that. More recent insight from Twitter has suggested that user activity has declined since those early post-Musk purchase highs – but maybe, through a range of updates and tweaks, there could be a way for Musk and Co. to maximize usage growth, beyond what seems possible, based on the stats.

We’ll find out, and as it pushes for that next level, you can expect to see more updates and tweaks like this, with enhanced engagement in mind.  



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Tarte Influencer Marketing Criticized 01/31/2023

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Tarte Influencer Marketing Criticized 01/31/2023

With consumers obsessed over the price of a dozen eggs, could conspicuous consumption-driven influencer marketing falling out of favor? That is the question brands might be considering after the
backlash that cosmetics brand Tarte is receiving after a sponsored trip to Dubai. “Influencers were called out for appearing not …

Read the whole story at Marketing Brew »



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