TikTok Algorithmically Targeted Ads Based on Device Price, Study Finds

TikTok’s advertising algorithm delivers fewer ads to users with higher-priced devices, according to research published October 2nd. The study, utilizing 56 automated accounts and data from over 80,000 videos, found that users with the least expensive devices—priced between $0 and $250—received more discount-based advertisements. This suggests TikTok may be employing dynamic pricing strategies based on inferred user income.

The overall ad load across the platform was 29.4 percent, but researchers found that actively engaging with content—through likes and shares—substantially increased ad frequency. Furthermore, the study showed a consistent increase in ad load as users spend more time on TikTok. The research tested 12 phones across price tiers of low, medium, and high, using device price as a proxy for income. The findings raise concerns about fairness and transparency in ad targeting, potentially attracting regulatory attention. The study does not disclose the absolute number of ads served to each price tier, only that differences exist in ad load and content.