First- and third-party cookies personalise ads from your browsing, profile and off-app activity
The Platform uses first-party and third-party cookies for advertising. This includes personalising ads based on your browsing habits, your profile and your off-app activity, which the policy qualifies with “depending on your settings”. One example is the first-party “ttp” cookie, used to show you personalised ads from an advertiser if you have visited that advertiser’s website or app before; it has a retention period of 1 year. The settings that affect ad personalisation are described in the section on controlling cookies (Personalised Ads settings for logged-in account holders and device settings for mobile advertising identifiers).
Supporting quotations
Our Platform uses first-party and third-party cookies for advertising purposes. This includes personalising ads (depending on your settings) based on your browsing habits and profile and your off-app activity.
Examples of the advertising and measurement cookies include cookies:
To show you personalised ads from an advertiser if you have visited their website or app before. For example, we use the “ttp” first-party cookie for these purposes and it has a retention period of 1 year.
Qualifications & exceptions
Personalisation applies “depending on your settings”; this passage does not say which settings or what the default is.
Not stated here
How off-app activity reaches TikTok is not described in this passage.
The default ad-personalisation setting is not stated.
Linking & Identification · Company practice
Cookies are used to advertise TikTok on third-party platforms to past website visitors (e.g. fbp)
TikTok uses advertising cookies to serve ads about TikTok itself on third-party platforms. This includes remarketing TikTok to people who visited TikTok’s website and measuring the performance of TikTok’s own ad campaigns. The example given is the third-party “fbp” cookie, with a retention period of 3 months. The policy does not name the third-party platforms or say what information they receive.
Supporting quotations
To serve ads about TikTok on third-party platforms. This includes remarketing TikTok to people who visited our website and measuring our ad campaigns’ performance. For example, the “fbp” third-party cookie which has a retention period of 3 months.
Qualifications & exceptions
“fbp” is given as an example; other cookies may serve the same purpose.
Not stated here
The third-party platforms and the information they receive are not named in this policy.
Linking & Identification · Company practice
Ad measurement tracks actions after ads, like advertiser site visits or purchases, incl. via IDFA and GAID
TikTok also uses cookies to measure how ads perform on the Platform. This includes tracking what users do in response to ads, for example visits to an advertiser’s website or purchases. The third-party advertising identifiers “IDFA” and “GAID” are used both for ad measurement and for personalising ads. Because the policy’s definition of “cookies” includes mobile ad IDs, this covers app activity, not only browser cookies. The section on controlling cookies describes Apple and Android device settings for mobile advertising identifiers.
Supporting quotations
We also use cookies to measure our ads’ performance on the Platform.
To measure the performance of ads on our Platform. This includes tracking user actions in response to ads. For example, this includes visits to an advertiser’s website or purchases. For example, the third-party advertising identifiers “IDFA” and “GAID” are used for ad measurement and personalising ads.
Qualifications & exceptions
Visits and purchases are examples of tracked actions; the list is not closed.
Not stated here
Where the tracked purchases take place (on the Platform or on advertisers’ sites) is not specified beyond the example.
Linking & Identification · User right or choice
Logged-in account holders can manage how their information affects certain ads they see on the Platform
TikTok says you can control how it uses data from cookies to show you ads through the settings it then describes. If you have a TikTok account and are logged in, you can manage how your information affects certain ads you see on the Platform, through a page linked from the policy. The policy says you can do this by following instructions, but no instructions follow in the saved text; the next item is the app (device) settings. This control requires an account and being logged in, and it covers “certain ads”, not all ads.
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You can control how we use data from cookies to show you ads by using the settings described below.
If you have a TikTok account and are logged in, you can [manage how your information affects certain ads you see on the Platform](https://www.tiktok.com/privacy/ads-and-your-data/en). You can do so by following the following instructions:
Qualifications & exceptions
Available only if you have a TikTok account and are logged in.
It covers how your information affects “certain ads” on the Platform, not all ads.
Not stated here
The instructions the policy refers to do not appear in the saved text.
The linked ads page was not supplied, so what the setting changes is not described here.
Device settings on Apple and Android let you limit tracking or opt out of ads personalisation
You can also use your device settings to control your mobile advertising identifiers. On Apple devices, for iOS versions older than iOS 14 you can turn on the “Limit Ad Tracking” setting; for iOS 14 or newer you can limit third-party tracking in your device settings. On Android devices you can turn on “Opt out of Ads Personalisation”. These are settings on your device, not TikTok settings; the policy presents them as a way to control your identifiers and does not say more about how TikTok responds to them.
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You can also tailor your device settings to control your mobile advertising identifiers:
On Apple devices: For iOS versions older than iOS 14, you can turn on the “Limit Ad Tracking” setting in your device settings. For iOS 14 or newer, you can limit third-party tracking in your device settings.
On Android devices, you can turn on the “Opt out of Ads Personalisation” in your device.
Qualifications & exceptions
The Apple option depends on the iOS version (older than iOS 14, or iOS 14 or newer).
Not stated here
What TikTok does differently when these device settings are on is not described.