Even with TikTok’s future in the U.S. seemingly secured, advertiser confidence hasn’t followed suit. Some marketers are already planning, they anecdotally told Digiday, to scale back their spending there next year.
There’s still too much uncertainty around who will oversee the app and how it will be run for advertisers to justify bigger bets. And it will stay that way until there’s more clarity on what comes next.
“A new, U.S.-based version of TikTok would need to be vetted and understood before advertisers feel confident investing large amounts of advertising dollars in the platform, even if it maintains TikTok’s core functionality,” said Courtney Werpy, associate director of performance media at Collective Measures.
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