The TikTok party didn’t stop in the U.S. as President Trump signed an executive order to keep it active for 75 days. With the clock ticking, marketers are strategizing their next move in case the social media platform does go dark.

Michelle Castillo joins The Current Report to discuss the entire industry's realization that even if a platform seems to be the holy grail of marketing, it’s not worth putting all your budget and efforts behind one thing.

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To read the full stories included in this episode:

• Will they, won’t they ban TikTok? Advertisers mull alternatives: https://bit.ly/40lPaIU
• U.S. Ban of TikTok Is Set to Deal a Major Blow to ByteDance, Its Chinese Owner: https://bit.ly/40LT0N1
• TikTok Ban 2025: https://bit.ly/3CnhYZG
• Nielsen Earns Accreditation for ‘Big Data + Panel’ Ratings Measurement: https://bit.ly/4hrfKat

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The Current Report is our weekly news roundup of what’s happening in the world of digital media. We headline topical stories every edition — everything from connected TV to retail media networks to new initiatives around identity — offering our fresh take on why it's relevant for the marketing community. Subscribe: https://bit.ly/45HIaXH

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Each week, The Current gives you the most critical innovations in advertising that are happening on the open internet — identity, the future of TV, retail media, and beyond. Born inside The Trade Desk, The Current is a news platform dedicated to covering the latest in modern marketing — all from the front lines. Speaking to the marketing world’s most influential players, we explain what these seismic shifts mean, how they are happening, and why they are taking place: https://bit.ly/3SAM0wR