TikTok's Commitment to Advertisers

In the wake of a potential ban in the United States, TikTok has assured advertisers of refunds for down payments on ad campaigns, as reported by The Information. This move comes as the social media giant faces a January 19 deadline for its Chinese owner, ByteDance, to divest the app or see it banned. Despite the looming threat, TikTok is actively contesting the ban, with the US Supreme Court scheduled to hear arguments on January 10.

Ad Sales Amid Uncertainty

Despite the uncertainty, TikTok's ad sales team is reportedly encouraging advertisers to increase their spending commitments for 2025. An executive revealed that the app suggested a 40% hike in ad spending to his company. ByteDance, TikTok's parent company, reported a revenue of $17 billion for the first half of 2024, primarily driven by TikTok's success.