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Tech Companies Are Relinquishing Some Control of Online Ads to Users

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Consumers have a new ask: They want more control over the type of advertisements they are shown online. More technology companies are preparing to give it to them.

ByteDance Ltd.’s TikTok and the company behind YourAdChoices—the clickable icon that gives users information about why they are being shown certain ads—are planning to follow Meta Platforms Inc., Alphabet Inc.’s Google and others in introducing settings that let users opt out of ads from certain categories.

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