TikTok’s confirmed U.S. deal still leaves unanswered questions

After more than a year in limbo, TikTok can finally put the threats of a U.S. ban to bed, now that the deal between the American and Chinese governments has officially been ratified.

On Jan. 22, TikTok officially confirmed its U.S. ownership: TikTok USDS Joint Venture LLC, marking the end to the will-it-won’t-it talk of a ban that overshadowed much of the last year.

The clarity is real but limited. For marketers, the resolution answers a few long-standing questions while quietly introducing a new set of uncertainties about governance, influence and what “American ownership” actually means in practice.