Linking & Identification · Company practice
Advertising example: ttp first-party cookie shows ads from advertisers the user visited, kept 1 year
One example of advertising and measurement cookies shows the user personalised ads from an advertiser if the user has visited that advertiser's website or app before. TikTok names its "ttp" first-party cookie for this purpose, with a retention period of 1 year.
Details
- What it covers
- ttp first-party cookie
- Condition
- The user has visited the advertiser's website or app before
- When
- 1 year
Supporting quotations
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.
Not stated here
- The passage does not say how TikTok learns of the earlier visit to the advertiser's site or app.
Linking & Identification · Company practice
Cookies track user actions after ads and ad identifiers IDFA and GAID are used for measurement and personalising ads
A further example is cookies that measure how ads perform on the Platform, which includes tracking user actions in response to ads, such as visits to an advertiser's website or purchases. TikTok says the third-party advertising identifiers "IDFA" and "GAID" are used for ad measurement and for personalising ads.
Details
- Why
- Measure ad performance by tracking actions in response to ads; personalise ads
- What it covers
- IDFA and GAID advertising identifiers
Supporting quotations
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 to an advertiser's website and purchases are given as examples of tracked actions.
Not stated here
- The passage does not say how the actions are matched to the user or who receives the data.