TikTok Pixel and Cookies for Marketing
We use the TikTok pixel to target our marketing campaigns, provide us with statistics to improve our marketing and provide TikTok users with information which is useful and appropriate to them based on their browsing activity, preferences and demographic information. Both the University and TikTok are Data Controllers for this purpose.
TikTok cookies allow us to serve adverts on TikTok, and to understand user actions made on our site once they have viewed or clicked an advert. We use it to improve our content, retargeting and user experience.
TikTok collect the data of non-TikTok users, as the pixel can’t discriminate between users and non-users. Please see the section at the end of this Policy.
Collecting data allows TikTok to report on marketing activity and understand the demographic of TikTok users (“audience”) who are interested in the University and courses. TikTok will also serve our adverts on the TikTok platform to users who fit a certain demographic profile. The pixel will capture browser level information including:
- Your IP address;
- Which of our websites you are landing on and how you are finding that site (if you are being ‘referred’ through a link from another website, email or Ad);
- Which web browser you are using (e.g. Safari, Firefox, Edge, etc.), device make, model and operating system;
- Ad/ Event information: Information about the advertisement a TikTok user has clicked or an event that was triggered;
- Timestamp: Time that the pixel event fired. This is used to determine when website actions took place, like when a page was viewed, when a product was purchased, etc.;
- 1st & 3rd Party Cookies: Cookies help the measurement, optimization, and targeting of advertising campaigns:
- Cookies support extended tracking of visitors on other browsers outside of TikTok's in-app browser which further expands its matching abilities.
- 1st party cookies are created by the TikTok Pixel which sits on the advertiser's website, making it 1st party. 3rd party cookies are created on TikTok's server. The pixel will set 1st party cookie ID and 3rd party cookie ID and pass it back to TikTok's server which is where the matching with other data held by TikTok happens.
The “audience” information collected from our website and adverts will be stored for 13 months by TikTok then deleted. The duration of TikTok pixel and cookies set on your browser is 13 months.
TikTok have provided additional information about their commitment to compliance with UK and EU Data Protection legislation which you can read here: Our approach to data governance in Europe | TikTok Newsroom.
TikTok has established UK and Ireland offices who act as Data Controllers to ensure TikTok complies with EU and UK data privacy protection legislation.
The University does not retain any of your information specific to the TikTok Pixel collection, however, TikTok will retain it for 13 months.
This information is provided to supplement the University’s main Privacy Notices and it is recommended that appropriate notices are reviewed to provide full information about how the University processes personal data.