"TikTok has secured an agreement that will allow the short-form video platform to remain operational in the United States, bringing an end to a protracted political and legal standoff between Washington and Beijing. The deal resolves a dispute that dates back to Donald Trump's first term, when concerns were first raised about national security and TikTok's Chinese ownership. Under US legislation passed in 2024, the app faced a nationwide ban in January 2025 unless its parent company, ByteDance, divested its US operations."
"Google is expanding the commercial potential of YouTube ads with the rollout of shoppable connected TV (CTV) formats powered by its Demand Gen campaigns, allowing viewers to browse and buy products directly from ads shown on televisions. First previewed at Google Marketing Live 2025, the new Shoppable CTV ads are now being rolled out via Display & Video 360 and delivered through Google's Smart TV app ecosystem."
"At the heart of the negotiations was TikTok's recommendation algorithm, widely regarded as its most valuable asset. As part of the agreement, the algorithm has been licensed to TikTok's US owners and will now be trained exclusively on American user data. While analysts expect this to bring changes to how content is surfaced, the practical impact on TikTok's roughly 200 million US users remains uncertain."
TikTok will split its US app from its global business, allowing continued operation in the United States after resolving a long political and legal dispute. The platform's recommendation algorithm has been licensed to US owners and will be trained exclusively on American user data, which may alter how content is surfaced for roughly 200 million US users. Google is rolling out Shoppable Connected TV ads on YouTube via Display & Video 360 and Demand Gen campaigns, using Google Merchant Center feeds to create interactive, QR-linked carousels in non-skippable 15-second spots on Smart TV apps. Netflix doubled ad revenue and is targeting further ad-driven growth in 2026.
Read at Exchangewire
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