Technology

How TikTok ‘surpassed’ Apple’s new security regulations?


The privacy control strategy that Apple is about to launch will significantly affect the advertising business of developers.

While both Google, Facebook and many other platforms have made the first move to face the new regulations, many Chinese developers also seek to “circumvent the law”. Last week, Apple warned these developers and said it was ready to remove applications that do not comply with security guidelines in iOS 14.5.

Apps that depend on advertising revenue are “fidgety”

before the new Apple privacy policy. (Artwork: Internet)

Apple’s new policy will make it harder for apps and advertisers to track users through the Internet, with regards to ad placement, redirects, and finding new customers, and reviews. effective advertising. Of course, big brands are concerned with the impact of this adjustment on their business and advertising.

TikTok also works hard to grow its advertising business before Apple’s new privacy controls are introduced. The popular short video app relies heavily on data to help advertisers deliver personalized, targeted ads to consumers.

In response to these changes, TikTok enhanced internal consumer tracking and developed new tools. TikTok has been experimenting with new data collection methods, including the creation of Pixels (an event management tool on the website), advertisers say. In fact, Facebook, Snapchat, and TikTok all have Pixel tools, which convert the data collected by marketers on their websites into personalized ads on social media platforms.

User approval is still required

After Apple made adjustments to its privacy policy, the Pixel tool is still working properly under most circumstances. This is mainly because Pixel collects “first party” data and consumers tend to approve it. However, the number of consumers who match personalized ads will vary, as it depends on whether they agree to ads targeted on apps like TikTok, Snapchat or Facebook. .

Recently, TikTok started explaining how in-app ads will change, automatically matching users with personalized ads based on their activity while using the app. But TikTok users can still choose to ban advertisers from self-targeting based on user data collected from TikTok.

TikTok also said that if a user refuses to locate through data collected by a third party, the effect of the enhanced Pixel tool will be weakened. Once Apple’s privacy policy goes into effect, social media platforms like Tiktok, Snapchat, Facebook, Pinterest, Twitter will rely more on building user profiles on their own platforms.

New strategy

The interaction between users and ads becomes ineffective after they leave the app, so advertisers need to change the approach in a new direction.

Analyzing who viewed the ad, how long ago, and making an advertisement based on this data is also the key to finding “similar” users. New leads with similar needs as existing customers are the brand’s profit target. According to new Apple rules, identifying “similar” consumers will be a more difficult task.

Last month, TikTok sent a message to advertisers, highlighting the importance of first-party data in the future. This includes collecting as much time as possible from users on the app – the videos they’ve watched, how long they’ve watched, what they’re interested in, and the ads they’ve watched. Big brands need to find new customers within their apps, rather than relying on data collected outside of TikTok.

Message of TikTok Similar to the statement made by Facebook, Snapchat, Twitter, Google, all want marketers to understand the impact of Apple’s privacy policy adjustment. Apple is expected to add a new privacy notification feature to the next-generation iPhone software to provide optional privacy for users.

At the same time, Google is taking similar measures to change the advertising platform’s marketing, Android phone’s privacy rules could change just like the iPhone. Users will see more notifications across all apps, describing the benefits of personalized tracking, and asking for permission to track their online behavior.

Before that, Facebook advocated the entire Internet industry to maintain user tracking for personalized Internet services. Facebook’s $ 85 billion ad business depends entirely on the effectiveness of its targeted ads and whether they can generate revenue for more than 10 million advertisers.

George Manas, president of the OMD USA communications alliance, thinks Facebook may be the subject of the new Apple policy adjustments, but all platforms must adapt. But in some respects, Apple’s strict privacy controls could benefit apps like TikTok, since marketers might be more willing to spend money outside of Facebook.

To some extent, with a new app privacy policy coming soon, Apple is promoting fair competition in the Internet advertising market.

Phong Vu

Request TikTok

Ask TikTok “anti-poison” content for children

Along with the emphasis on TikTokers like Tho Nguyen to be aware of what content is not suitable for children, the Department of Information Security and the Department of Children also asked TikTok to tighten censorship and ensure appropriate content. children.

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