Marketers are more optimistic about TikToks US future, even with ads team cuts

by Jacqueline A. O'Neill · April 3, 2025

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Marketers are calmer about TikToks US future — even as its ads team thins out

As TikTok’s April 5 ban deadline looms, the panic has curiously subsided.

Additional coverage:

A downturn is coming, but the ad industry might talk itself into making it worse.
As if the retail media boom isn’t under enough scrutiny, new tariffs and talk of economic recession have sparked more questions about the negotiation process. Read this week’s Digiday+ Marketing Briefing.
Dotdash Meredith’s gm of D/Cipher discussed the publisher’s OpenAI deal in a live recording of the Digiday Podcast at last week’s Digiday Publishing Summit.
Concerned over Substack’s ideological messaging, some creators are leaving — or considering leaving — the platform in 2025.
Another Google core update was completed last Friday, the first one this year — but what it will mean for publishers won’t be clear for a while, if at all.
It looks like Amazon’s stronghold on retail media is getting stronger, not weaker, even as players like Walmart and Target get further into the retail media space and more retailers enter it.

Other things to know about

Showcase your solutions and expertise in front of judges from Microsoft, Amazon, Forbes and more with the Digiday Technology Awards. Enter now to save — prices rise April 26.
Digital media offerings are a must to keep brand clients from moving on to a competing agency. While scaling such efforts is a challenge, solutions exist that lie between in-house and outsourcing. Sponsored by Pathlabs.
As CPG advertising becomes more sophisticated and consumer behaviors evolve, marketers are increasingly turning to channels like social media, mobile, audio and retail media networks. Sponsored by NCSolutions.

Marketing on Platforms

Marketers are calmer about TikTok’s future in the U.S. — even as its ads team thins out

As the April 5 deadline looms, the panic has curiously subsided

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Managing Through Crisis

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