TikTok’s Future Appears Secure in the U.S. and FB Buckles Down on Politicians
TikTok headlines have been consistent in our inboxes over the last few weeks and Friday's major announcement from the US Department of Commerce stated that TikTok and WeChat would be banned from iOS and Google Play store as of Sunday (9/20/20). Not allowing for any new downloads; the reason behind the proposed band was “to safeguard the national security of the United States” by the Department of Commerce. The rollercoaster continued over the weekend and in what seems to be an 11th hour decision on Sunday, the President agreed to the TikTok deal with Oracle and Wal-Mart, which would allow for TikTok’s U.S. operations to continue.
This comes on the heels of TikTok’s parent company ByteDance striking a deal with Oracle as their trusted technology partner to avoid the proposed TikTok ban from the administrations executive orders in August. This Bloomberg article noted that the President didn’t initially like what he’d heard of the Oracle deal and was not prepared to sign off on anything. The administration had initially given TikTok until September 20th to sell off to a US company or create a partnership and this morning’s announcement states that it will proceed with banning TikTok on November 12, 2020. TikTok has previously filed lawsuits against the administration after the initially proposed November ban, so we will continue to monitor the situation and will follow up with any updates.
Mark Zuckerberg announced new measures to block new political and issue ads in the final week of the elections — although campaigns can still run ads to encourage people to vote, and they can still run older political ads, FB will not approve any new political ads during that final week. Other announcements detailed in Zuckerberg’s post are their efforts to counter misinformation, and stronger rules to counter voter suppression or misleading references to COVID at the polls.
Facebook announced a coming limit on how many ads a business Page can run at any given time and have now outlined exactly how its new regulations will apply, with four tiers of advertiser categories that will define how many ads each can run concurrently. Which, Facebook says, will help maximize ad performance. While this won’t take effect until April 2021, we are proactively looking at ways to consolidate targeting segments and accompanying ads on any account with a larger volume of monthly campaigns.
Instagram CEO Adam Mosseri said the company will push back on a planned change to Apple’s iPhone operating system that would impact how it and other mobile advertisers track users. The change affecting Apple’s identifier for advertisers, or IDFA, was previously planned as a feature in iOS 14 but Apple said it is delaying the rollout of IDFA until 2021 to give developers more time to prepare. Advertisers use that identifier to better target ads to individual users and estimate how well they work. But having the option to turn off the tracking is usually buried in a user’s options today and having it be front-and-center could encourage more users to opt out. Instagram claims that it wants its users to have control over their data and understand what data it has.