TikTok ad prices fall as uncertainty keeps some advertisers away

TikTok ad prices fall as uncertainty keeps some advertisers away

TikTok advertisers are split on whether to double down or cash out — but enough have walked away to affect CPMs.

Additional coverage:

• Ad tech moves fast. The Trade Desk is learning this the hard way.
• Measuring the impact of Google’s AI Overviews on publishers’ search referral traffic hasn’t been straightforward via click-through data — but keyword data is proving more fruitful.
• This week’s Digiday+ Future of TV Briefing looks at the perpetual question of whether advertisers consider YouTube on par with traditional TV and streaming services.
• Investment in Google's privacy sandbox has stalled as the industry waits on further clarification around Chrome's third-party cookie policy.
• YouTube executives say they’re still refining products to make shopping while watching as seamless as hitting the share button.