Creators fast-track efforts to rely less on platforms amid intensifying TikTok uncertainty — here’s where they’re going

Creators are growing more proactive and more explicit with their attempts to divert fans off of TikTok as a ban or sale becomes a likely reality.

Editor's note: Take a minute to take our TikTok survey.

Additional coverage:

• Comcast hopes to tempt away DTC advertisers from performance-focused channels and lead them toward TV and CTV inventory.
• The Trade Desk, it's said, isn’t exactly enamored with curation — a targeting strategy that could redirect valuable ad spend elsewhere. This week’s acquisition of Sincera added fuel to the narrative.
• WPP's return-to-office mandate has sparked intense debate about the future of work in the advertising industry, pointing to a stark divide between how large, corporate-owned agencies and privately held shops approach workplace flexibility in a post-pandemic world.
• This week’s Digiday+ Media Briefing features an interview with Dotdash Meredith’s chief innovation officer Jon Roberts on his plans for AI tech development in 2025.
• The Trade Desk intends to acquire ad data firm Sincera, marking only its second acquisition since it launched in 2009 — a rare move for a company that usually builds, not buys.
• ICYMI: Check out our special report, examining what publishing execs and decision makers need to know heading into the year.
• Digiday's events are getting a refresh under the leadership of Liz Pitonyak, who joined the company as general manager of events in December.