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How Buyers Should Navigate a Potential TikTok Ban

By OpenX in Addressability, Brands & Agencies, Curation|January 16, 2025

The looming ban of TikTok has advertisers scrambling to find innovative ways to reach key consumer groups. If parent company ByteDance does not sell TikTok by Sunday, Jan. 19, the U.S. government has instructed app store operators such as Google and Apple to remove the app, preventing both new downloads and future updates.

In 2024, advertisers spent an estimated $12.3 billion on TikTok in the U.S. If the ban goes into effect, those advertisers will need to rethink their strategies for connecting with TikTok’s 170 million active users in this country.

Overcome challenges with data-driven curation

Curation through companies like OpenX empowers buyers to access premium, brand-safe inventory through deals designed to meet their specific goals. In fact, through deals powered by OpenX’s data-driven curation platform, our partners achieved 2x the incremental reach compared to competitive platforms. This approach ensures campaigns achieve meaningful outcomes without compromising efficiency.

Engage key consumer groups with pre-curated or customized deals

If TikTok is no longer accessible, reaching the top demographics targeted by brands may become more challenging. To simplify the transition, OpenX has developed curated deals designed to target these high-value consumer segments, including vertical video, frequent social media users, healthy living enthusiasts, gamers, and so much more.

Click on the segments below to get started

Need more tailored targeting? OpenX empowers you to launch custom deals that leverage your brand’s first-party data. Contact us to learn more.

Avoid the pitfalls of moving to other social channels

Rather than shifting entire TikTok budgets to another social channel, a diversified approach can help effectively maintain control over the content ads appear next to. This ensures advertisers achieve their goals within brand-safe environments. 

Reputable third-party organizations like the Trustworthy Accountability Group (TAG) recognize companies with established transparency practices that provide buyers control and visibility. OpenX was one of the first 10 companies to earn TAG’s Certified for Transparency Seal for its demonstrated track record of protecting brand safety, providing transparency for buyers, and working to create a more transparent digital advertising ecosystem. These standards help ensure campaigns maintain their performance standards in trusted environments that won’t tarnish brand reputations.

Activate new deals today

The advertising landscape is constantly shifting, but with OpenX as your trusted partner, you can confidently stay ahead of the curve. Navigate a TikTok ban without missing a beat: Customize deal IDs using your first party data or tap into unique segments from one of our 250+ data partners, easily activated in your DSP of choice. 

To ensure your campaigns remain effective and future-proofed, explore all the updated packages on our deals page, or contact us now to get started.


About OpenX

OpenX is an independent omni-channel supply-side platform (SSP) and a global leader in supply-side curation, transparency, and sustainability. Through its 100% cloud-based tech stack, OpenX powers advertising across CTV, app, mobile web, and desktop, enabling publishers to deliver marketers with improved performance and dynamic future-proofed solutions. With a 17-year track record of programmatic innovation, OpenX is a direct and trusted partner of the world’s largest publishers, working with more than 130,000 premium publisher domains and over 100,000 advertisers. As the market leader in sustainability, OpenX was the first adtech company to be certified as CarbonNeutral™ and third-party verified for achieving its SBTi Net-Zero targets. Learn more at www.openx.com.

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