TikTok's U.S. Ad Business Is Growing — But DTC Brands Are Split on Whether to Bet on It
With TikTok's legal status still unresolved and its ad platform projected to reach $12.3 billion in U.S. revenue in 2026, direct-to-consumer brands and their agencies are publicly disagreeing about whether TikTok should be a primary paid channel or a contingency play heading into 2027 budget season.