Last Sunday (19), TikTok went 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 banning the app. The recent restriction, which affects more than 170 million American users, according to the company's own data, exposes the growing complexity between politics, technology, and global advertising, observes Bruno Almeida, CEO of US Media, one of the leading media solutions hubs in Latin America. For Almeida, this context highlights an increasing volatility in the digital market.
"The probable ban of TikTok in the United States is yet another reflection of the growing intersection between politics, technology, and global advertising," says Almeida. With the new configuration of the U.S. government and the expectation of regulations more aligned with the Trump administration, the digital landscape may become more volatile, especially regarding information security, the spread of fake news, and extremist speeches.
The executive emphasizes that TikTok's situation, similar to the challenges faced by X (formerly Twitter) in different countries, underscores the importance of a diversified and resilient media strategy for brands and advertisers. "It is not just about keeping up with trends, but about ensuring resilience in a constantly evolving digital ecosystem," he 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, which need to balance growth and social responsibility," he states, citing the #StopHateForProfit movement of 2020 as an example of advertisers' discomfort with moderation issues.
For the Brazilian and Latin American markets, the US Media CEO emphasizes the importance of prioritizing partnerships that offer security, innovation, and the 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. A US Media, he says, is committed to providing solutions that enable its clients to reach their audiences efficiently and securely, keeping up with market changes.
