META'S TIKTOK AD BAN TURNS PLATFORM RIVALRY INTO A TRAFFIC WAR

Summary from the TLDR Marketing newsletter

Brands that find creators on TikTok and then use Meta's targeting to reach a wider audience may lose that route, since Meta reportedly now rejects third-party ads that send people to TikTok and other ByteDance properties. The ban took effect October 8 in seven markets, including the US and Canada, and also covers ByteDance's own ad buying on Facebook and Instagram. Campaigns that run across both platforms may now need Meta-native destinations, neutral websites, or separate creative and measurement for each platform.