The Wall Street Journal

TikTok Tells Advertisers It Won’t Back Down as U.S. Ban Looms

At an invite-only presentation for advertisers, TikTok emphasized its resolve to fight a looming U.S. ban on the app. The ban, set to take effect if TikTok's Chinese owner, ByteDance, doesn't find a buyer within a year, poses a significant challenge for the platform. TikTok's president of global business solutions, Blake Chandlee, reassured attendees that the company is not backing down and would fight the ban in court. TikTok's popularity with young audiences, particularly Gen Z, has made it a favorite among advertisers for its innovative ad offerings and strong account management support. While a ban could disrupt the platform's ad revenue, advertisers remain optimistic that other social media platforms could absorb TikTok's audience. Nonetheless, TikTok's potential departure from the U.S. market would impact the industry, as its creative ad formats have influenced trends across the digital advertising landscape.