At the NewFronts conference in New York, TikTok used the opportunity to address all doubts about its future in the American market, while simultaneously announcing the expansion of advertising into new directions—including search, generative AI technology, and activities outside the mobile phone screen.
TikTok: “We Aren’t Going Anywhere!”
At the very beginning of the presentation, Khartoon Weiss, Vice President of TikTok’s Global Business Solutions, stated clearly:
TikTok is staying. We are here and we continue to invest in this platform.
At a time when a legal framework that could lead to a ban of TikTok in the US is still being considered, the company used this opportunity to calm advertisers, reminding them that it has 170 million monthly active users in the United States alone.
While the decision on whether TikTok will have to find an American buyer or continue to operate under ByteDance is still pending, analysis shows that investors have not lost confidence. Projections suggest that TikTok will generate $32.4 billion in ad revenue in 2025, representing a growth of over 24% compared to the previous year—provided the platform remains available.
Focus on Safety, then Search and Sponsorships
Unlike usual presentations full of new products, TikTok this time gave the floor to the Head of Trust and Safety, Suzy Loftus. She highlighted investments of over $2 billion in the fight against harmful content, as well as the mechanisms for oversight of American data provided by Oracle and third parties.
Following the safety messages, TikTok presented its strategic focus on Search as a new advertising model, especially among younger generations who increasingly use TikTok instead of Google for information and inspiration.
A new product, Sponsorship Solutions, was introduced, allowing brands to connect with users through sponsored content related to specific keywords—particularly in segments such as the music industry and concerts. Partnerships with Live Nation and the channel The Submix were presented as concrete examples of connecting TikTok search with ticket and music merchandise sales.
TikTok Steps Beyond the Screen
The company continues to expand its presence beyond digital formats. During the Beauty Month campaign, they announced live events with creators, with a special focus on women in sports. TikTok will also have a physical presence at the Formula 1 Grand Prix in Las Vegas, through live promotions that follow online campaigns via the Pulse Premiere advertising system.
Pulse Premiere now includes new partners such as Formula 1, Red Bull Media, and Warner Bros. Discovery, joining existing brands like Disney, NBCUniversal, and Paramount.
Generative AI and New Tools
TikTok is not just stopping at content—it is also investing in technology. Generative artificial intelligence is being integrated into their Pulse Core system through the Custom Lineups tool, which allows brands to select video content by category, occasion, or holiday.
At the end of the presentation, Weiss returned to her core message:
“Our advertising system remains stable. We are open for collaboration and we continue to stream.”