Despite rising privacy issues TikTok’s ad business unlikely to be affected

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 08, 2019, 12:22 PM UTC

Regulators are worried about data surveillance from the Chinese government.

This piece says that despite the heavy scrutiny over TikTok’s collection of personal data, advertisers are concentrating on the app’s growing young base. While brands like Red Bull have created their accounts on TikTok, advertisers are still experimenting with the platform.

A Digiday snap poll found that only 3.75% of media buyers polled said they would be spending money on the app despite concerns.  But, 62.5% of media buyers said that they hadn’t spent any ad money on the Chinese-owned platform.

This article says that most of the privacy concerns on the platform come from it being in infancy and the unregulated user-generated content. The company has been addressing the issue by promoting educational videos on user safety and privacy on its platform.

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