Digiday+ Research deep dive: TikTok is getting even more marketing spend from brands and retailers

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TikTok’s seemingly had a rough few months. Marketers are making contingency plans as the platform faces a ban in the U.S. (again). Meanwhile, TikTok lost U.S. users for the first time in Q4, according to a report from Business Insider. (Data.ai reported that its average monthly users age 18 to 24 in the U.S. fell by almost 9% between 2022 and 2023.)

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