TikTok ad prices fall as uncertainty keeps some advertisers away

Advertisers are split on whether to double down or cash out as TikTok’s future in the U.S. hangs in the balance. But enough have walked away to send ad prices downward for those who do stay.

CPMs on the app declined 80% between January 2024 and January 2025, according to an estimate from adtech firm AdRoll based on performance data from 20,000 advertisers.

Several factors could be at play — weak demand, stiffer competition — but it’s hard to ignore the elephant in the room: the U.S. ban that was supposed to take effect in early January. Though ultimately delayed by President Trump, the mere threat of a ban was enough to rattle marketers, forcing some to scale back and others to walk away entirely.

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