TikTok has shifted ad spending toward YouTube, Pinterest, and app install networks since Meta stopped running ByteDance ads on October 8, according to Sensor Tower estimates reported by Dan Whateley and Sydney Bradley at Business Insider. YouTube took 17% of TikTok’s ad budget in the week after the ban, compared with 9% in early October, and Pinterest’s slice rose to 9% from 3%. The biggest chunk, 58%, now goes to app networks such as Google’s AdMob, versus 19% before Meta shut TikTok out. TikTok had been one of the more prominent advertisers on Meta’s apps before Meta banned ByteDance in the US, Canada, Egypt, Indonesia, Japan, Thailand, and Vietnam. The ban also covers other advertisers whose ads link to TikTok, so brands can’t use Meta ads to send shoppers to TikTok Shop.
