"Unless this new app allows some cross-platform integrations similar to how Meta has with Facebook, Instagram, etc. then it could be quite difficult and cumbersome for advertisers to target one market using one app and another for rest of world,"
"Having a separate app creates issues because you can't as easily target customers globally,"
"It's no longer simple to look at these as two different geographies, because the data will all be migrated and completely separate. We'll have to set up separate campaigns on the U.S. version of TikTok and then the preexisting version."
"Worst case scenario [if the ads platform is impacted], we'll use VPNs similar to how we do now for teams in India managing TikTok campaigns,"
A U.S.-specific TikTok app will create a split app reality that imposes logistical headaches for advertisers, including duplicate strategies and unclear audience migration. Advertisers will likely need to run separate campaigns for the U.S. app and the global app because targeting and data will be separated. The ads manager backend may remain unchanged, limiting impact to the user-facing front end, though existing regional workarounds such as VPN management could persist. TikTok currently records roughly 170 million monthly active U.S. users, and marketer outcomes will depend on whether those users migrate to the new U.S. app.
Read at Digiday
Unable to calculate read time
Collection
[
|
...
]