In case you’ve missed the drama on the deal reached between the US and China on the ominous sale of TikTok, it’s a bit of a doozy. 

President Trump signed an executive order on Thursday, September 25, to put the deal in motion, which would transfer majority ownership to six Americans (on a seven-seat board). Who these six board members will be has not been fully revealed. However, it has been teased that these investors are “very well-known” and “very famous, financially.”¹   This also extends the timeline for the TikTok ban/sale until December 16, which means that the deal may not be finalized until early next year.

More importantly, the deal includes parameters that would give the U.S. control of TikTok’s algorithm. It has been confirmed that TikTok’s algorithm will be “retrained and continuously monitored to ensure that U.S. content is free from any outside manipulation.”² With algorithm control in the US, it remains unclear whether American users will need to download a new, separate app after the deal is complete. 
‍

‍What does this mean for advertisers? 
‍‍

With this news, advertisers are taking a step back to consider the impact of new ownership and US algorithm control on their future. The algorithm changes may have a substantial impact not only on how advertisers go to market, but the content that will resonate moving forward. While there are still many unknowns, there are some key questions and considerations advertisers are thinking about now: 
‍

• How will the new algorithm changes impact the overall user experience on the platform? 
• Will the same type of content that is successful today still resonate and be prioritized? Or will advertisers, creators, and users alike need to rethink their approach? 
• How will targeting parameters and ad placements change for advertisers? 
• Will the overall perception of the platform change, and will brands still feel comfortable running content on TikTok? 
• Will this update be reminiscent of the unpopular shift from Twitter to X?
• How will overall brand safety on the platform be monitored and controlled? 
• How will a new app for the US impact global marketing strategies? 
• How long after algorithm changes will we see an impact on ad performance? 
• What types of solutions should advertisers invest in now to make them more resilient to change, especially on the creative front?  
• How will US oversight impact pixel tracking and attribution? 
  ‍

What should advertisers be doing right now? 
‍‍

While this TikTok update still leaves us in suspense and anticipation of the final deal going through, asking these questions now helps to plan for the future. These types of pivots serve as a good reminder for advertisers that the digital landscape changes rapidly, and we need to prepare for possible disruptions as early as possible.
‍

‍Things advertisers can be doing now to prepare: 
‍

• Find ways to diversify your channel mix - don’t rely too heavily on one platform 
• Remain agile and be open to test and learn opportunities, especially with creative 
• Explore brand safety partners compatible with paid social platforms 
• Invest in first-party data and measurement 

Now is the moment for advertisers to take stock of what’s working on TikTok – before platform changes and ownership shifts take hold. A clear understanding of your current targeting, creative, and performance benchmarks will be essential to measuring impact. While the effects of algorithm updates may not be immediate, brands that prepare now will be far ahead of competitors caught off guard in the coming weeks. Start asking the right questions, stay agile, and plan for disruption – because those who anticipate the shakeup will be set up for success in 2026.

‍

Sources: 

1. https://www.nbcnews.com/news/amp/rcna232627
2. https://www.nbcnews.com/politics/donald-trump/trump-tiktok-deal-sale-china-rcna233524
3. https://www.businessinsider.com/tiktok-us-ban-how-meta-benefits-google-instagram-youtube-ad-2025-1 

‍