{"id":9552,"date":"2023-03-17T18:23:49","date_gmt":"2023-03-17T18:23:49","guid":{"rendered":"http:\/\/localhost:10151\/?p=9552"},"modified":"2023-03-17T18:23:49","modified_gmt":"2023-03-17T18:23:49","slug":"joshua-lowcock-what-the-us-government-needs-to-know-about-tiktok-and-the-connected-advertising-ecosystem","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/thought-leadership\/joshua-lowcock-what-the-us-government-needs-to-know-about-tiktok-and-the-connected-advertising-ecosystem\/","title":{"rendered":"Joshua Lowcock: What the US government needs to know about TikTok and the connected advertising ecosystem"},"content":{"rendered":"<p>The US government \u2013 which has taken a number of measures to restrict or ban TikTok in the US in recent weeks \u2013 needs to understand some fundamentals about the information economy, argues UM Worldwide\u2018s Joshua Lowcock.<\/p>\n<p>\u201cSenator, we run ads.\u201d<\/p>\n<p>This response by Mark Zuckerberg to a question from Senator Hatch in 2018 is fundamental to how the US Government needs to start in understanding TikTok.<\/p>\n<p>TikTok, like its contemporaries \u2013 including Google, Facebook, Snap and others &#8211; makes money from advertising. There is also no question that this advertising-led business model has led to entrepreneurialism, economic growth and consumer benefit from the introduction of new ad-funded products, services and content. But to say platforms make money from \u2018advertising\u2019 is an oversimplification \u2013 these companies make money from data-driven advertising, linked to data gathered about their users while they use their platforms.<\/p>\n<p>Read the full op-ed piece in <a href=\"https:\/\/www.thedrum.com\/opinion\/2023\/03\/17\/what-the-us-government-needs-know-about-tiktok-and-the-connected-advertising\">The Drum<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The US government \u2013 which has taken a number of measures to restrict or ban TikTok in the US in recent weeks \u2013 needs to understand some fundamentals about the information economy, argues UM Worldwide\u2018s Joshua Lowcock. \u201cSenator, we run ads.\u201d This response by Mark Zuckerberg to a question from Senator Hatch in 2018 is [&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],"tags":[],"class_list":["post-9552","post","type-post","status-publish","format-standard","hentry","category-thought-leadership"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - 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