{"id":8220,"date":"2020-09-22T19:44:36","date_gmt":"2020-09-22T19:44:36","guid":{"rendered":"http:\/\/localhost:10151\/?p=8220"},"modified":"2020-09-22T19:44:51","modified_gmt":"2020-09-22T19:44:51","slug":"tiktoks-unusual-spinoff-4-outstanding-advertiser-concerns","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/thought-leadership\/tiktoks-unusual-spinoff-4-outstanding-advertiser-concerns\/","title":{"rendered":"TikTok\u2019s Unusual Spinoff: 4 Outstanding Advertiser Concerns"},"content":{"rendered":"<p>The TikTok U.S. spinoff saga continues to rambunctiously roll on. At the time of writing, U.S. President Donald Trump gave his \u201cblessing\u201d to a proposal that \u2014 on the face of it at least\u2014 doesn\u2019t appear to satisfy the requirements in his\u00a0<a href=\"https:\/\/home.treasury.gov\/system\/files\/136\/EO-on-TikTok-8-14-20.pdf\">August executive order<\/a>.<\/p>\n<p>TikTok\u2019s Chinese parent company Bytedance said on Monday that the new \u201cTikTok Global\u201d company would be a \u201c100% owned subsidiary of Bytedance.\u201d The company is planning to raise a round of pre-IPO financing, after which TikTok Global would become a \u201c80% holding subsidiary\u201d of Bytedance. New investors Oracle and Walmart will take a 20% \u2014 12.5% and 7.5% respectively \u2014 stake. According to multiple reports, this is being positioned as satisfying the U.S. requirements for majority ownership because ByteDance already has U.S. investors, reportedly bringing the total \u201cAmerican\u201d ownership to around 53%. (Though Trump\u00a0<a href=\"https:\/\/uk.reuters.com\/article\/uk-usa-tiktok-trump-idUKKCN26C1Y1\">told Fox News Monday<\/a>\u00a0that his administration wouldn\u2019t approve the deal unless it was under total U.S. control.)<\/p>\n<p>As TikTok\u2019s \u201ctrusted cloud and technology provider\u201d Oracle will be allowed to inspect TikTok\u2019s U.S. source code \u2014 but the current plan doesn\u2019t include a China-U.S. transfer of TikTok\u2019s valuable content recommendation algorithm and other technologies, according to ByteDance, which issued a\u00a0<a href=\"https:\/\/mp.weixin.qq.com\/s\/b5leADspdDZ2FRlpT6LSfQ\">statement to clarify \u2018rumors\u2019 Monday.<\/a>\u00a0Given that TikTok isn\u2019t being entirely cut loose of Chinese ownership, it\u2019s unclear how the term sheet switcheroo satisfies any potential U.S. national security concerns. Chinese authorities still need to approve the deal.<\/p>\n<p>Clear as mud? As the formation of TikTok Global inches closer, here are some of the key outstanding advertiser concerns&#8230;<\/p>\n<p>&#8230;\u201cWalmart\u2019s ability to bring ecommerce capability, retail data and closed loop measurement to the table will be welcomed by CPG brands,\u201d said Joshua Lowcock, chief digital and global brand safety officer at ad agency UM.<\/p>\n<div id=\"piano-meter-offer\">Read Full Article On <a href=\"https:\/\/digiday.com\/media\/tiktoks-unusual-spinoff-4-outstanding-advertiser-concerns\/?fbclid=IwAR1SBGWK2Ix_3_jcYinD18JNZmIKQ4sXfodyqAHU3IRhyRvmuTdnE__wQkE\">Digiday<\/a>.<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The TikTok U.S. spinoff saga continues to rambunctiously roll on. At the time of writing, U.S. President Donald Trump gave his \u201cblessing\u201d to a proposal that \u2014 on the face of it at least\u2014 doesn\u2019t appear to satisfy the requirements in his\u00a0August executive order. TikTok\u2019s Chinese parent company Bytedance said on Monday that the new [&hellip;]<\/p>\n","protected":false},"author":44,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,6],"tags":[],"class_list":["post-8220","post","type-post","status-publish","format-standard","hentry","category-thought-leadership","category-um-in-the-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>TikTok\u2019s Unusual Spinoff: 4 Outstanding Advertiser Concerns - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/thought-leadership\/tiktoks-unusual-spinoff-4-outstanding-advertiser-concerns\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"TikTok\u2019s Unusual Spinoff: 4 Outstanding Advertiser Concerns - UM JAPAN\" \/>\n<meta property=\"og:description\" content=\"The TikTok U.S. spinoff saga continues to rambunctiously roll on. At the time of writing, U.S. President Donald Trump gave his \u201cblessing\u201d to a proposal that \u2014 on the face of it at least\u2014 doesn\u2019t appear to satisfy the requirements in his\u00a0August executive order. TikTok\u2019s Chinese parent company Bytedance said on Monday that the new [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/jp.umww.com\/en\/thought-leadership\/tiktoks-unusual-spinoff-4-outstanding-advertiser-concerns\/\" \/>\n<meta property=\"og:site_name\" content=\"UM JAPAN\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/UMCuriosity\" \/>\n<meta property=\"article:published_time\" content=\"2020-09-22T19:44:36+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-09-22T19:44:51+00:00\" \/>\n<meta name=\"author\" content=\"shajibur.rahman@interpublic.com\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@UMWorldwide\" \/>\n<meta name=\"twitter:site\" content=\"@UMWorldwide\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"shajibur.rahman@interpublic.com\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/tiktoks-unusual-spinoff-4-outstanding-advertiser-concerns\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/tiktoks-unusual-spinoff-4-outstanding-advertiser-concerns\\\/\"},\"author\":{\"name\":\"shajibur.rahman@interpublic.com\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#\\\/schema\\\/person\\\/3ab450da4e035a60341554a2a939596c\"},\"headline\":\"TikTok\u2019s Unusual Spinoff: 4 Outstanding Advertiser Concerns\",\"datePublished\":\"2020-09-22T19:44:36+00:00\",\"dateModified\":\"2020-09-22T19:44:51+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/tiktoks-unusual-spinoff-4-outstanding-advertiser-concerns\\\/\"},\"wordCount\":312,\"publisher\":{\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/#organization\"},\"articleSection\":[\"Thought Leadership\",\"UM in the News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/tiktoks-unusual-spinoff-4-outstanding-advertiser-concerns\\\/\",\"url\":\"https:\\\/\\\/jp.umww.com\\\/en\\\/thought-leadership\\\/tiktoks-unusual-spinoff-4-outstanding-advertiser-concerns\\\/\",\"name\":\"TikTok\u2019s Unusual Spinoff: 4 Outstanding Advertiser Concerns - 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