TikTok after the legal fight and why it's coming for Meta's ad dollars

"They can really just double down and focus on just what they're trying to do, which is get ad dollars and creators and build up their user base rather than having this whole massive gray cloud over them that never seemed to go away until January. They don't have to anymore prove the fact that they have a right to be in the U.S., they want to be in the U.S., and there's a good reason for them to be in the U.S."

"TikTok is no longer just doing that scattergram, just going after any old dollars anymore from anywhere that they can possibly get. But now they are definitely wanting to make sure that they go after independent agencies and they are assigning reps to them based on their Meta-billings, rather than their TikTok billings, which seems quite interesting."

Following resolution of its legal issues and U.S. spinout earlier this year, TikTok has adopted a focused business strategy centered on acquiring advertising dollars, creators, and users. The platform is no longer pursuing indiscriminate ad revenue but instead strategically targeting independent agencies, assigning representatives based on their Meta spending rather than TikTok spending. This represents a shift from TikTok's previous approach of seeking any available revenue. The platform's quieter public presence masks aggressive internal efforts to close the competitive gap with Meta and establish itself as a serious advertising platform. TikTok's new AI tools and targeted agency approach reflect its ambitions to compete directly with established social media advertising leaders.

Read at Digiday