The company’s denial of full damage raises alarms over internal data threats and ongoing legal pressures.

TikTok adds AI buying tools as it fights for its US life: Smart+ will reduce the difficulty of buying ad space, but TikTok’s days may be numbered.

As AI search tools like Perplexity drive massive referral traffic to sites like Forbes and The New York Times, publishers struggle with crawlers ignoring web-scraping blocks.

As 2024 heads into the last quarter, the tech and media landscapes face pivotal shifts. From a potential AI backlash to new Google consent workflows, and TikTok’s future, these medium-term predictions, shared by our analysts on a recent two-part episode of EMARKETER’s “Behind the Numbers” podcast, spotlight the challenges and opportunities that may lie ahead.

In part two of this two-part podcast episode, we discuss why China and ByteDance might blink and sell TikTok to a US company, why a law around children's online safety will get passed, and what will happen if Dish Network and DirecTV merge. Tune in to the discussion with host Marcus Johnson, and analysts Ross Benes, Evelyn Mitchell, and Max Willens.

Platforms owners like Meta and Snap face scrutiny over data exploitation and child privacy laws. Regulatory action could disrupt their ad-based profits.

What to look for in the TikTok ban court case: Oral arguments began yesterday in a battle that will determine TikTok’s future.

Declining political support and economic reliance on the platform suggest a ban may be unlikely, despite ongoing legal threats.

TikTok ramps up lobbying in bid to halt its US ban: Bloomberg reports heavy spending on lawyers and ad campaigns to sway public opinion.

Despite a slow start, foreign sanctions, and tight digital regulations, generative AI is emerging as a significant force in China.

TikTok’s top brands pulled back spending after ban signing: Ad spend growth slowed in the month after the ban was signed, and major retailers like Target reduced spend.

Here are five charts that size social network usage on a worldwide level by platform and by country and region.

Digital, traditional, and total media ad spending growth will all accelerate in 2024, although only modestly. The outlook has stabilized for most countries and regions, even if spectacular growth is harder than ever to find.

Financial institutions that have relied on the platform to reach young consumers must come up with a Plan B—or face losing brand awareness.

US social media ad spending will ride the momentum platforms built in H2 2023 thanks to AI, social video advertising growth, and a fixation on bottom-funnel outcomes.

The TikTok ban is coming after all: President Biden signed a bill that gives ByteDance the rest of the year to find a buyer or withdraw from the US entirely.

Here’s what a TikTok-less America would look like for marketers, users, and creators, based on our latest forecasts.

While TikTok’s fate is in limbo, the sharks circle round: Surveys show strong support for Reels if the app is banned, while China says it doesn’t support a forced sale.

Meta could benefit significantly if TikTok left the US: A House vote looms, impacting national security and social media dynamics.

UMG and TikTok clash over music rights, AI: The label is pulling its catalog from TikTok amid a pay dispute and the app's test of AI music features.