When we recorded this episode of AdExchanger Talks live from Cannes on June 17, there were two days left until TikTok’s potential ban in the US was set to take effect – and still no word from President Trump on his plans.
Trump signed an executive order on June 19 that extended the deadline for a third time by another 90 days, which was no doubt a big relief for TikTok.
But this latest extension hasn’t cleared up the uncertainty. How are advertisers supposed to plan their media with a big question mark still hanging over TikTok’s future?
Despite the ongoing sword-of-Damocles situation, however, it’s been mostly business as usual for advertisers on TikTok, according to David Kaufman, TikTok’s global head of monetization product solutions and operations at TikTok.
“We are not actually hearing a lot of concerns from our advertisers; we’re just hearing messages of support,” says Kaufman, who joined AdExchanger for a candid chat at the Hôtel Martinez in Cannes last week.
Looming possible shutdown aside, most advertisers aren’t pulling back on their investment in TikTok’s solutions, because the products perform, he says.
“Advertisers expect us to continue to be available [and] to offer access to our audience and to the creator ecosystem,” Kaufman says. “Back in January, we learned that we should offer seamless capabilities all the way through no matter what the eventuality was.”
TikTok has been sticking firmly to its advertising product road map, including major recent updates to Symphony, its suite of generative AI tools for advertisers and creators.
“You’ll continue to see innovation on the AI front with us,” Kaufman says. “We want to make it easier to generate the creative that’s helping you be successful.”
Also in this episode: What TikTok says makes its AI-powered ad products different from the competition, search and commerce behavior on TikTok, and Kaufman’s first life as a physics major specializing in solar energy and photovoltaics. (I had to look it up, too!)
