How regionalised data sovereignty is changing the marketing landscape

In 2020, amid a rapidly evolving global data landscape, TikTok, a brand deeply rooted in Chinese technology and known for its extensive collection of user data, found itself at a crossroads. Responding to the shifting dynamics, ByteDance, TikTok’s parent company, took a proactive step by running a novel full-page advertisement in the German news magazine SPIEGEL.  This advertisement marked a departure from TikTok’s typical marketing strategies, focusing not on its content or lifestyle appeal but on its privacy measures. These measures included a restrictive privacy policy and ongoing “third-party audits” of its data use.  This move by ByteDance was not…

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