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TikTok receives another 75-day extension: As Trump signs a second executive order to keep the app alive, its future remains murky.

The biggest ecommerce disruptors face a reckoning: The closing of the de minimis exemption is forcing Shein, Temu, and TikTok Shop to pivot, but it isn鈥檛 clear that shoppers will follow.

Despite uncertainty related to the economy and tariffs, US social network ad spending is expected to grow. AI offerings, social commerce, and lower-funnel investments will drive outlays.

Regulators slammed TikTok for failing to protect 175M EU users from potential Chinese access, fueling divestment and ban pressures worldwide.

Social platforms vie for attention at NewFronts: Meta, TikTok, and Snap all debuted ad updates designed to remain competitive amid a backdrop of uncertainty.

Last week, Amazon made a last-minute offer to buy TikTok, just days before President Donald Trump postponed enforcement of the sale-or-ban law for another 75 days. Reportedly, the bid isn鈥檛 being taken seriously, so it鈥檚 unlikely the deal will go through. However, the deal is worth considering because it shows how Amazon is trying to maintain its status as the top retail media network and ecommerce retailer in the US.

Trump鈥檚 鈥淟iberation Day鈥� tariffs landed harder than expected. Uncertainty remains, given the pause on reciprocal tariffs for countries willing to negotiate with the US鈥攁long with an escalating trade war with China. Which markets will take the greatest hits? And how might our US forecasts change?

There鈥檚 also TikTok Shop to consider, which is now the eighth-largest US beauty retailer, per NielsenIQ, just one spot behind Ulta. The game plan: Walmart鈥檚 strategy to lure shoppers is simple. On the one hand, the retailer is leaning on discounts and cheaper products to encourage increasingly cost-conscious beauty customers to spend.

Top-line time spent with media will grow very little in the US going forward, making it essential to identify which formats and platforms are winning the newly zero-sum competition for consumer attention.

In our exclusive survey with ESW, data from shoppers in 18 countries reveals new twists in the path to purchase, the rising momentum of marketplaces, and the resilience of age-old fundamentals.

The 2024 US presidential election ushered in a new normal in brand safety, with prominent social media companies such as X and Meta shifting the burden of content moderation from internal teams and contractors to users.