TikTok has told advertisers that it will automatically pause ad campaigns in the U.S. starting January 19, three agency executives told ADWEEK. TikTok will likely be banned in the U.S. on that date, unless it gets a last-minute reprieve.
However, historical data, campaign performance reports, 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 campaigns without losing data if the ban is postponed.
Two other agency executives, who spoke on the condition of anonymity, confirmed that advertisers will still have access to TikTok Ads Manager and can export historical data. U.S.-based media buyers will still be able to buy inventory internationally.
TikTok has assured advertisers that all reserved inventory will be refunded, the executive said.
The Supreme Court might reveal its ruling Friday morning, according to a notice on its webpage that “it may announce opinions on the homepage beginning at 10 a.m.”
TikTok did not respond to a request for comment.
The ban could be lifted if ByteDance sells TikTok’s U.S. operations. Personalities as diverse as creator MrBeast and Elon Musk have been rumored to be in talks to buy TikTok. TikTok has dismissed speculation around Musk as “pure fiction.”
President-elect Donald Trump is reportedly considering an executive order to keep TikTok from being banned, though it’s unclear if that would be enough to save the app.
If TikTok is banned, it would avail billions of ad dollars to be scooped up by rivals.
According to EMARKETER, TikTok generated $12.34 billion in U.S. ad revenue in 2024. If the app is banned, EMARKETER expects Instagram and Facebook to absorb 22.8% and 17.1% of TikTok’s ad spend, respectively, while YouTube would capture around 10%.
