Bloomberg Tech Trump Advances Plans for TikTok US Deal
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Sep 26, 2025 Rachel Tippegraff, Founder and CEO of MicMac, dives into the intricacies of TikTok's potential US sale to investors, valued at $14 billion. She emphasizes how advertisers are navigating uncertainty, looking to shift short-term spending to Meta and Google. The conversation also tackles concerns over TikTok’s algorithm retraining and its impact on user engagement and ad performance metrics. Additionally, she explores the implications of stricter EU and UK ad regulations on market dynamics, highlighting the shifting landscape for digital advertising.
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Oracle Positioned As Data Custodian
- The White House frames Oracle as the data-and-security partner for a U.S. TikTok transition but offers limited new details on Chinese approval.
- Questions persist about whether this structure satisfies national security and whether ByteDance retains influence.
Advertisers Waiting For Performance Signals
- Advertisers currently hold TikTok ad spend at record traffic levels but remain cautious and keep contingency plans.
- Major brands will reallocate only if user engagement or ad performance declines after a U.S. restructuring.
Ad Dollars Follow Performance, Not Ownership
- Retraining or rebuilding TikTok's algorithm raises immediate concerns about sustained engagement and ad effectiveness.
- Advertisers care more about result metrics than the technical provenance of the algorithm.