As TikTok fights in court to block a law forcing a sale or face a ban within the US, Seana Smith and Madison Mills sit down with Roth Capital Partners managing director Rohit Kulkarni and MikMak CEO Rachel Tipograph to discuss how online advertisers are navigating a potential ban, especially given intensified brand safety considerations during an election year.
Kulkarni tells Yahoo Finance that an election year could mean the courts will take longer to come to a final outcome. “We’ll see indications of what the next step could be in January or February, and then I think, both sides would probably play the longer game,” which helps Meta Platforms (META) and Snap (SNAP).
Tipograph says that an election underlines the need for brand safety for advertisers, which could make Pinterest (PINS) a more attractive alternative to TikTok than Snapchat or Meta. Pinterest is “not a conversational platform,” Tipograph says, which gives advertisers more control.
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This post was written by Naomi Buchanan.