Targeting features not impacted: Demographics, Location, Device, Interest, Behavior, Targeting Recommendation, Targeting Expansion, Automatic Targeting beta. Custom Audiences not impacted: Engagement Audience, Challenge Audience (Beta), Premium Audience (Beta), Lead Generation Audiences. 

There are three types of Custom Audience products that are affected when users opt out of Personalized Advertising via the ATT prompt: Customer File, App Activity, and Website Traffic.

TikTok's ability to reach users is affected by their response to the ATT prompt and if the user's data is being attached to 1st party or 3rd party data. As a result advertisers may experience lower audience sizes (and therefore lower reach in campaign targeting). Impact may vary between advertiser and geo, depending on the penetration of iOS14+, user preferences, and each campaign's targeting setup.

Recommendations

Advertisers should continue to utilize all custom audience products, as this remains key to reach users that both actively opt-in to ATT, and for continuing to reach users that are not affected by ATT - (Android devices, for example). To mitigate loss where iOS penetration is high and reach is decreased, we recommend exploring our intelligent audience expansion solutions: Targeting Expansion and Lookalike Audiences. Please reach out to your sales representative for more detailed guidance.

Customer File Audience

Customer File Audience uses uploaded data: Device IDs (IDFA and GAID), emails, and phone numbers (beta) as matching keys. User opt out via ATT may decrease overall list size for Customer File Audiences, which subsequently reduces total campaign reach. 

App Activity Audience

App Activity Audience relies on Mobile Measurement Partners (MMPs) posting back app events with TikTok. Previously, Mobile Measurement Partners have relied on IDFAs to attribute conversions to different marketing channels. Each Mobile Measurement Partner is currently developing their own solution to mitigate impact. User opt out via ATT may decrease overall list size for App Activity Audiences, which subsequently reduces total campaign reach.

Website Traffic Audience

Website Traffic Audience relies on post-back events from TikTok Pixel and uses cookies, or additional identifiers sent attached to cookie data (for example emails and phone information) to reach users. User opt out via ATT may decrease overall list size for Website Traffic Audiences, which subsequently reduces total campaign reach.