TikTok has introduced a Commercial Content Library to enhance transparency regarding its paid advertising.
Marketers now have access to this database, enabling them to research information about TikTok’s paid ads and other commercial content, including:
- The advertising creative.
- Dates when the ad was active.
- Main targeting parameters used (e.g., age, gender).
- The number of people who viewed the ad.
This data is invaluable to marketers as it provides a deeper understanding of campaign performance and the TikTok algorithm. Analyzing this key information allows marketers to identify successful creatives, understand what ideas may not be as effective, and make more informed decisions. Ultimately, this access to data can help maximize reach and ROI for their campaigns.
The Regulations:
TikTok’s Commercial Content Library is accessible to everyone globally, but currently, it only provides data from Europe.
TikTok has expressed its commitment to expanding the availability of advertising data from more countries, such as the U.S., in the future. However, the specific release date for this expansion has not been confirmed yet.
Added Benefit:
Alongside the introduction of the ads transparency library, TikTok is granting marketers access to a Commercial Content API.
To utilize the Commercial Content API, marketers must create a TikTok Developers account and submit an application for access. The platform’s team will review the applications to ensure data usage compliance and prevent any misuse.
TikTok made an announcement about the release of its ads transparency library on its official blog. A spokesperson mentioned:
- We have been conducting tests with researchers and civil society, gathering feedback over the past few months before making the Commercial Content Library more widely accessible.
- Based on the insights received from our tests and experts’ input, we have introduced several enhancements, including the capability for precise searches, expanded targeting parameters, and improved data quality, among other updates.
- We highly value feedback on both APIs and will continue to implement updates to better facilitate independent research and provide transparency into TikTok.
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