TikTok will suspend ads on January 19, but data will remain accessible
TikTok has informed advertisers that it will automatically pause its ad campaigns in the United States starting Jan. 19, three agency executives told ADWEEK. TikTok will likely be banned in the United States on that date unless it gets a last-minute reprieve.
However, historical data, campaign performance reporting and creative assets will remain accessible, according to Shuree Jones, group director of paid social and influencer media at Rain the Growth Agency. Jones added that advertisers will be able to manually restart their campaigns without losing data if the ban is postponed.
Two other agency executives, who spoke on condition of anonymity, confirmed that advertisers will still have access to TikTok Ads Manager and be able to export historical data. Media buyers based in the United States will still be able to purchase inventory internationally.
TikTok assured advertisers that all reserved inventory would be refunded, the executive said.
THE Supreme Court could reveal its decision Friday morning, according to a review on its web page that “he will be able to announce notices on the home page from 10 a.m.”
TikTok did not respond to a request for comment.
The ban could be lifted if ByteDance sells TikTok’s US operations. Figures as diverse as creator MrBeast and Elon Musk are reportedly in talks to buy TikTok. TikTok dismissed speculation around Musk as “pure fiction.”
President-elect Donald Trump is reportedly considering an executive order to prevent TikTok from being banned, although it’s unclear whether that would be enough to save the app.
If TikTok were banned, it would bring billions of advertising dollars to its rivals.
According to EMERKETER, TikTok generated $12.34 billion in advertising revenue in the United States in 2024. If the app were banned, EMERKETER expects Instagram and Facebook to take in 22.8% and 17.1%, respectively. % of TikTok’s ad spend, while YouTube reportedly captures around 10%.
Some advertisers have already started shifting its budgets to YouTube and Instagram in anticipation of a ban. In the meantime, DTC brands who relied heavily on TikTok Shop for discovery and sales now face an uncertain future, with some scrambling to find alternative channels.
