TikTok Expands Transparency in Europe with Research API and Commercial Content Library
Mon Jul 31
In February, TikTok extended access to its research API to a larger group of European researchers. This decision came amidst concerns over a possible ban of the app in the US, as TikTok aimed to demonstrate greater transparency and avoid such actions. Now, the company has taken the same step in Europe.
TikTok's research API is now available to researchers across Europe, including those working in EU-affiliated institutions, the European Economic Area (EEA), the UK, and Switzerland. This move allows scholars in these regions to utilize the API for their research purposes.
To enhance content transparency on the platform, TikTok has introduced new tools, including the "commercial content library." This library enables anyone to access and view TikTok ads and other commercial content based on criteria like date, country, and keywords. By providing such information, TikTok seeks to offer more transparency regarding its advertising practices.
The "commercial content library" acts as a database where data on paid ads and ad metadata can be searched. Users can find details such as ad creatives, active ad dates, target audience parameters (e.g., age, gender), reach metrics, and more.
In addition to the API expansion, TikTok has made available a commercial content API, granting interested researchers the ability to query the database and utilize the data for their studies. This move aims to foster a more open approach to research and transparency on the platform.