The news: The Trump administration stated Monday that a TikTok sale deal has finally been reached with China after months of uncertainty, allowing TikTok to remain operational in the US.

US Treasury Secretary Scott Bessent described the deal as “fair for the Chinese and completely respect[ing] US national security concerns.”

Why it matters: The US is TikTok’s core market, and a ban could have resulted in the short-form pioneer losing up to 70% of its worldwide ad revenues. TikTok has argued that a US ban would have put the more than 7 million US businesses that rely on TikTok and the platform’s massive creator pool at risk.

Though details remain unclear, the deal will provide a measure of relief for advertisers and creators alike. Allowing TikTok to remain operational in its largest market signals that policymakers and TikTok are seeking a path that balances national security concerns with the economic realities of the digital economy.

Our first take: TikTok’s US operations seem to be safe for now, meaning brands can continue investing in the platform for its massive reach without immediate disruption—but caution is still warranted until details emerge on how its critical algorithm will be handled.

This is our immediate perspective. We’re actively developing this story throughout the day with more research and data from the EMARKETER database. Our in-depth analysis will be included in our client-only Briefings. Non-clients can click here to get a demo of our full platform and coverage.