ok tests new data-protection technology for ad targeting //
TikTok has reportedly been testing a new tool for ad targeting that offers better data privacy protection.
PrivacyGo is a clean-room data system where different parties can enter multiple data sets and identify commonalities, without having to share the original source.
Why do we care? If PrivacyGo performs as expected, it will give marketers deeper insights into their target audiences, allowing them to make better data-driven decisions and improve the performance of campaigns. This technology will enhance TikTok’s ad targeting capabilities and help brands reach previously untapped audiences. TikTok’s ability to meet these goals and adhere to the evolving privacy regulations will increase advertisers’ confidence, leading to an increase in ad spending.
How it works. Business Insider reports that PrivacyGo uses a form of cryptography called multi-party computation (MPC). This technology can identify common audiences across multiple data sets, but ensures that none of the parties has access. TikTok claims that the US Government uses an approach similar to its own to review census data. The platform hopes this will assure officials of its privacy protection.
Why now? CFIUS is still investigating TikTok over privacy concerns, and claims that it had leaked data to the Chinese Government. The platform could be banned from the US if it is found to have violated any privacy regulations. It’s no surprise that TikTok has been exploring new methods to enhance its data privacy capabilities.
General launch TikTok has selected marketers as pilots for this new technology. The company plans to expand its availability in the near future once it receives the green light.
A deep dive. Read about the moment Shou Zi Chow, TikTok CEO, testified in front of Congress regarding data privacy concerns to gain more insights into why the company is under pressure.
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