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The TikTok/Oracle Deal: Everything Marketers Need to Know

Assuming TikTok is safe, advertising on TikTok could become a lot easier and more effective under Oracle.
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Illustration: Francis Scialabba, Photo: TikTok

· less than 3 min read

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As we all know, President Trump could take a page out of Mean Girls and say, “Stop trying to make a TikTok sale happen. It’s not going to happen” tomorrow…but here’s where we stand today.

  • Oracle wouldn’t control TikTok—ByteDance would still be the majority owner. The deal merely establishes Oracle as TikTok’s trusted U.S. technology partner.
  • And Oracle won’t have use of TikTok’s algorithm, which originally delayed deal talks.

But President Trump could, in theory, be totally fine with the non-sale. That’s because the deal still gives the U.S. insight into TikTok’s operations. Plus, Oracle co-founder Larry Ellison has a good relationship with Trump.

Assuming TikTok is safe…advertising on TikTok could become a lot easier and more effective. Oracle also owns marketing analytics and data management platforms.

At the very least, with one of TikTok's main advantages gone—its algorithm—the short form video space just got more competitive. That gives marketers more to keep up with in the space than just the Kardashians.

  • Case in point: TikTok’s main dynasty, the D’Amelio sisters, recently joined Triller.
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