TikTok prepares advertisers for possible US ban

47

TikTok is preparing advertisers for a possible ban of its app in the United States, ad buyers said, offering refunds for ad campaigns that are unable to run.

The short-form video app’s advertising business is still nascent. TikTok’s anticipated $1 billion in 2020 revenue is a small fraction of its Chinese owner ByteDance’s overall sales. But TikTok has become a popular place for brands that aim to reach the app’s young tastemakers, who flock to it for lip-syncing, dancing and comedy sketch videos.