*The following is a summary of an article published by Reuters on March 23rd, 2023.
SEATTLE, WA - The potential ban of the viral app TikTok, which has 150 million monthly users in the U.S., is causing advertisers to worry over what this could mean for the future of their marketing strategies. Lawmakers are pressuring the Biden administration to ban the app over concerns that Americans' user data could fall into the hands of the Chinese government.
While TikTok's representatives have been reassuring advertisers about their ongoing plans to safeguard American user data by storing it domestically, they are unable to provide precise details on how they will block U.S. user data from the Chinese government.
Adam Telian, New Engen's VP of Performance Marketing, weighs in:
People are hesitant to make that commitment and investment at a time when they're not sure TikTok will still be around.
Despite concerns, most advertisers have not changed their spending plans on TikTok. Advertisers using TikTok and seeing strong performance from their ads are recommended to stay the course.
Read the full article.
Want to learn more about how New Engen is navigating TikTok? Check out our recent article.
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About New Engen
New Engen is a performance marketing agency helping brands find breakthroughs to unlock and accelerate growth. Born digital, tech-forward, and performance-driven, we lean on a data-driven, agile approach to marketing strategy and creative development to help brands outpace their competitors and stay ahead of the ever-evolving digital ecosystem. New Engen is based in Seattle.