TikTok avoids a U.S. shutdown with deal, but brands and marketers still face uncertainty until China gives final approval.
President Donald Trump signed an executive order approving a proposed $14 billion deal to keep TikTok operating in the U.S., with a new joint-venture company overseeing its U.S. business. ByteDance, TikTok’s China-based parent, would retain under 20% ownership if China signs off.
Why we care. This deal ends a years-long national security fight that nearly got TikTok banned in the U.S., where it has more than 150 million users. For advertisers, that means continued access to one of the fastest-growing platforms for reaching younger audiences. But political and regulatory uncertainty still hangs over TikTok, leaving questions about ad budgets and brand safety.
The details. Oracle, Silver Lake, and MGX will control ~45% of TikTok U.S. ByteDance investors and new holders will own 35%.
- Oracle CEO Larry Ellison and possibly Rupert and Lachlan Murdoch are linked to the ownership group.
- The U.S. government will not hold an equity stake or “golden share.”
- Trump said Chinese President Xi Jinping gave the deal a “go ahead,” though Beijing has not publicly confirmed.
The catch. Analysts say TikTok’s U.S. business is worth between $30 billion and $35 billion — more than twice the $14 billion figure cited by Vice President JD Vance. That gap raises questions about the price and what concessions were made to seal the deal.
What’s next. The deal still needs approval from China. For now, the DOJ has paused enforcement of the national security law until Dec. 16, giving TikTok time to finalize details.
Bottom line. The TikTok saga isn’t over, yet brands and advertisers can breathe easier – for now – as questions remain about stability, ad spend, and brand safety.
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