The past 12 months have certainly been colorful for TikTok, by way of publicity, bans, creators and new products dotted throughout the months. In true Digiday style, we caught up with five ad executives to get their takes on what went right (and wrong) for the platform during 2023, and what their expectations are for next year.
In a nod to “A Christmas Carol” — here’s TikTok in the form of Christmas past, present and future.
Past
TikTok started the year in the hot seat, with CEO Shou Chew in front of U.S. Congress, as its longevity in North America hung in the air. And while these days, marketers seem quietly confident that the app won’t get banned, at least not anytime soon, some aren’t necessarily sure that the platform’s response to that potential ban was good enough. After all, the issue initially gained steam during Trump’s presidency, and reared its head again last year during Biden’s tenure. All the while, Republican presidential candidates for the 2024 election have vowed to ban the app once more.
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