"In a recent meeting with TikTok, they were adamant that nothing would change in Q4,"
"All changes, if any, would come into effect in 2026."
Chinese government approval of a proposed framework for TikTok's U.S. operations remains pending, leaving uncertainty over the platform's future in the United States. Advertisers have been reassured that nothing will change in Q4 and that any changes would likely take effect in 2026. Marketers are weighing how much to spend during the holiday season amid limited detail about how the new structure would operate. The framework proposes majority U.S. investor control over domestic operations and the licensing of a version of the app, but specifics are sketchy and have deepened advertiser frustration.
Read at Digiday
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