Core Insights - The digital advertising market is facing concerns regarding the effectiveness of ad targeting algorithms, particularly in relation to TikTok's potential changes and disruptions [1][4]. - TikTok Shop is a significant revenue generator through influencer engagement, and any disruption could have severe implications for both influencers and advertisers [2][4]. - There is a possibility of advertisers diversifying their ad spending to other platforms like Meta and Snap in anticipation of changes to TikTok [8][10]. Group 1 - Advertisers are worried that TikTok's ad targeting capabilities may become less effective, impacting their marketing strategies [1]. - The potential launch of a new version of TikTok in the U.S. could lead to a significant shift in user behavior and ad spending [5][7]. - Influencers have already experienced challenges due to previous disruptions on TikTok, indicating a fragile ecosystem [4][10]. Group 2 - The holiday season is a critical period for TikTok, and any changes during this time could severely affect its sales and revenue [10]. - There is an expectation that other performance marketing platforms will benefit from any migration of ad dollars away from TikTok [10]. - The timeline for any significant changes is anticipated to be early next year, allowing retailers some time to adjust their strategies [10].