This last Sunday (19), TikTok has gone offline in the US, but the measure was quickly reversed by Donald Trump, who will assume the presidency of the country this Monday (20) and announced the suspension of the law that prohibits the app. The recent restriction, that impacts more than 170 million American users, according to data from the company itself, exposes the growing complexity between politics, technology and global advertising, observe Bruno Almeida, CEO of US Media, one of the main media solutions hubs in Latin America. For Almeida, this context highlights an increasing volatility in the digital market
The likely ban of TikTok in the United States is yet another reflection of the growing intersection between politics, technology and global advertising, Almeida states. With the new configuration of the U.S. government and the expectation of regulation more aligned with the Trump administration, the digital landscape can become more volatile, especially regarding information security, dissemination of fake news and extremist speeches
The executive emphasizes that the situation of TikTok, similar to the challenges faced by X (formerly Twitter) in different countries, reiterates the importance of a diverse and resilient media strategy for brands and advertisers. It's not just about following trends, but to ensure resilience in a constantly evolving digital ecosystem, emphasizes
Almeida also recalls the questions about content moderation faced by platforms like Meta, illustrating the pressures for social responsibility. The digital landscape continues to present challenges for platforms, that need to balance growth and social responsibility, affirms, citing the #StopHateForProfit movement of 2020 as an example of advertisers' discomfort with the issue of moderation
For the Brazilian and Latin American market, the CEO of US Media emphasizes the importance of prioritizing partnerships that offer security, innovation and ability to adapt to new regulations. Success in digital advertising is directly linked to the ability to navigate different platforms, exploring opportunities and minimizing risks, concludes Almeida. Uma Mídia dos EUA, say him, is committed to providing solutions that enable its clients to reach their audiences efficiently and safely, keeping up with market changes
