TikTok is developing a new privacy technology solution for advertisers called PrivacyGo, a company spokesperson confirmed to Insider.
PrivacyGo functions like a data clean room, where two parties with independent data sets (such as email addresses and sales information) can match the data in a privacy-safe way to find overlap in the audience. For example, an automaker might compare its own lead data to TikTok users who watch car videos, serve ads to them, and measure whether those ads drive results, such as website traffic.
As privacy regulations and tech platforms like Apple introduce stricter privacy protocols, ad targeting and measurement have become more difficult, depriving companies like Snap and Meta Platform of billions of dollars in ad revenue. Clean rooms help improve advertising effectiveness and recover lost revenue. Tech giants like Google, Meta and Amazon, as well as smaller ad tech companies like Habu and InfoSum, offer clean room technology to advertisers.
If TikTok’s approach to data anonymization makes it easier for brands to match audiences on its app, it could increase the company’s advertising revenue.
Although TikTok is a much smaller ad seller compared to Google, Meta and Amazon, it has been building solutions to attract advertiser budgets. In February, it launched new advertising tools for small businesses, which generate the most advertising revenue on Meta and Google.
TikTok said PrivacyGo uses an encryption technology called multi-party computation (MPC). The technology includes a new way to find commonalities across multiple data sets without sharing the original source, according to an abstract from TikTok’s planned upcoming presentation on PrivacyGo.
The summary also mentions that TikTok is using “differential privacy,” a technique in which the profile owner changes some input so that it can still be used for analysis but cannot be used to identify information about an individual.
“The U.S. government uses it to allow people to analyze census data,” said Myles Younger, director of innovation and insights at U of Digital, a digital marketing education company. “It’s important to have really strong encryption methods that allow people to analyze census data.” Being able to process that data while ensuring that they cannot identify a group of individual U.S. citizens and learn things that they really shouldn’t know.”
User privacy is a hot-button issue for TikTok, with the company facing a series of accusations over how it stores and protects user data.
Government officials and former ByteDance employees are concerned that Beijing-based ByteDance could be forced to provide the Chinese government with access to U.S. user data through national intelligence laws. TikTok has repeatedly said it does not provide data to the Chinese government and would not provide it if asked.
PrivacyGo development for TikTok Although the company is making it open source and publishing information about its technology on GitHub, thereby increasing the visibility of its data matching process, it may face similar scrutiny. The company also said it plans to collaborate with other open source foundations in the future.
from Tech Empire Solutions https://techempiresolutions.com/tiktok-is-quietly-building-data-sharing-tools-for-advertisers/
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