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TikTok’s attempt to increase transparency—and woo Washington lawmakers and civil society organizations to remain operating in the U.S.—has caught the attention of some marketers.
But the platform’s audience growth and targeting capabilities will continue to be its selling point, rather than any outcomes of these political tensions. Still, more transparency in how its algorithm works will have advantageous ripple effects, sources tell Adweek.
“Transparency provides buyer confidence to marketers,” said Ashley Karim-Kincey, vp of media at Dagger agency.
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