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Marketers set to meet with TikTok in Cannes to discuss the platform’s future plans

Digiday · Krystal Scanlon · last updated

Last year at the Cannes Lions festival, TikTok execs were peppered with questions about the app’s future in the U.S. This time, advertisers want to know about its future, full stop.

Whether it’s querying TikTok’s long-term plans for AI, clarity on its partner programs or the inside track on its product road map, marketers on the Croisette are gearing up to determine how the app will (or won’t) fit into their future plans.

“The big thing to discuss is the future of TikTok and where they’re positioning themselves,” said Shamsul Chowdhury, global evp of social at Jellyfish, whose team at the festival will be meeting with the app. 

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Related Knowledge Center: The TikTok ban

State of Play

The U.S. Congress passed and President Joe Biden signed into law a measure banning TikTok if it weren’t sold by its Chinese ownership. But now-President Donald Trump gave the service a reprieve, and a sale of its U.S. operations appears imminent.

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