TikTok’s confirmed U.S. deal leaves unanswered questions

January 26, 2026 After more than a year in limbo, TikTok can finally put the threats of a U.S. ban to bed, now that the deal between the American and Chinese governments has officially been ratified. For marketers, the resolution answers a few long-standing questions while quietly introducing a new set of uncertainties about governance, influence and what "American ownership" actually means in practice. We explore what those questions look like for marketers. We also analyze the platform’s inconsistent payouts for creators. TOP STORY Marketing on Platforms TikTok's confirmed U.S. deal still leaves unanswered questions While a lot of the details seems familiar, it still doesn't answer the inevitable unknowns. Advertisement OTHER THINGS TO KNOW First-party data offers publishers, commerce media networks and social platforms deeper insight into their audiences for targeting and measurement. Partner insights from Nexxen. Leaders need new frameworks for handling the human-agent hybrid workforce. This means rethinking foundational assumptions about expertise, collaboration and career development. Partner insights from BetterUp. For years, advertisers have focused on whether ads are viewable and human when assessing their impact. But five signals help tell a fuller story. Partner insights from Browsi. MEDIA & PLATFORMS TikTok moderation has pushed some news creators to the limit TikTok news creators like Taylor Lorenz and Aaron Parnas on the platform’s moderation and engagement woes, and how the new U.S. ownership could further affect that. Content & Commerce 'Things have changed': Diageo pulls retail media upstream That shift is most visible in how the advertiser works with retailers, particularly British supermarket chain Tesco. PARTNER INSIGHTS FROM ZETA GLOBAL How community serves as a personalization and revenue tool for publishers By offering continuing support and knowledge, like direct communication with journalists, publishers create an environment where readers and subscribers can find lifetime value, helping with sustained revenue. See how it works AI Revenue Generation Inside the debate over agentic advertising and standards The AdCP workflow proposals launched with aplomb, but just what is the reality of where the market is at?  PARTNER INSIGHTS FROM CHANNEL FACTORY Three priorities that define the next stage of brand suitability The discussion around brand safety and suitability has matured. The industry is now entering a new phase, where brands expect more control, more extensibility into walled gardens and closer accountability to outcomes. Advertisement MARKETING Brands in Culture Behind Pacsun's strategy for keeping a pulse on the changing tastes of Gen Z Over the last four months, Pacsun has developed tools and tweaked campaigns based on feedback from teenagers and twenty-somethings. PARTNER INSIGHTS FROM NAME.COM How domain names can boost brands navigating AI-driven search New top-level domains are emerging as critical tools for brands navigating AI-driven search. These domains that align with brands’ work are intuitive and easy to remember, turning the domain itself into a marketing asset. FROM DIGIDAY+ Member exclusive Media Buying Briefing: CourtAvenue's new president looks to grow, integrate and find M&A targets Robyn Freye was Stagwell's chief growth officer who had a hand in winning clients such as Qualcomm and Expedia, and helped to build out Sports Beach. Written by Jim Cooper and Sara Jerde Were you forwarded this email? Sign up to get it daily. Advertise | Digiday+ | Events | Awards Update your email | Unsubscribe | Privacy policy