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Tik Tok banning from an advertisers POV

24 Mar 2023 · 1 min

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1:01

In this video, the speaker, an experienced digital advertiser who has managed ads for over 200 businesses and spends several million dollars monthly across social platforms, offers an advertiser‑centric view on the potential TikTok ban. He explains how tracking choices—opting in versus opting out—determine what data advertisers can access. When users opt in (e.g., by submitting a form), advertisers can see concrete conversion data; otherwise, they receive virtually no personal information. He also describes how, even without explicit user interaction, advertisers can retarget viewers who have simply watched a TikTok video, highlighting the mechanics and limitations of such retargeting in a post‑ban scenario.

Chapters

So I've been seeing a lot of stuff about TikTok potentially being banned and some of the clips from like the Congress hearing or whatever, and I thought it'd be really cool to give a perspective from like advertiser's point of view. So just really quick background, I've ran ads for over 200 businesses, both small and large, for the past 6 or 7 years, and I manage around like a couple million dollars in ad spend every month across like all the social media platforms. Now, when it comes to tracking, what happens when you opt out of tracking or stay opted into tracking? There's very different things that we can see as an advertiser and not do and do with that information. So let's say you decide to stay opted in and you are being tracked. The only information that we can see is if you decide to opt in, like on a landing page or a form or something like that. Other than that, there's really no information that we get access to. So Let's say you were just scrolling past a video and you didn't do anything to it but see it, we could retarget you and say, hey, I wanna retarget everyone that's viewed this video in the past