TikTok is nothing new – to marketers, it’s just another ad platform

“We’ve lived through a decade of conference bullshit about reducing the duopoly’s grip on the digital advertising dollar through new ‘hard-hitting’ government policies or worthy (very temporary) advertiser bans. Both Google and Facebook have pretended to listen and learn but have actually just charged on regardless, with barely a blip in the respective EBITDAs. There was never any real potential to derail these two spectacular companies. If anything, the threat of sanction helped both platforms appear to be challenged when nothing could have been further from the truth.”

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