Digiday: Ross Collins and Kevin Goodwin on TikTok Ban Readiness
This blog summarizes an article from Digiday published on April 4, 2025.
SEATTLE, WA - As agencies prepare for the platform’s April 5 deadline—set by legislation mandating TikTok's sale to a U.S. buyer or shutdown—New Engen executives shared data-driven perspectives and forward-looking strategies.
What’s changed is that we now have more signal around platform behavior based on the previous brief TikTok removal from app stores. That data validated our expectations — user engagement held steady, and adjacent platforms like Pinterest saw a short-term spike.Kevin Goodwin, VP of Strategy
If anything, Amazon’s bid is a signal of TikTok’s impact on consumers and social commerce. Their ability to tie together tracking, social commerce and their ad network makes this potentially much bigger than just a platform swap.Ross Collins, Director of Media Services
As agencies brace for what will happen with TikTok next, Digiday explores how marketers are staying the course while preparing for rapid shifts. With contingency plans, platform data, and evolving buyer dynamics in play, the industry is focused on flexibility and readiness.
Read the full article on Digiday.
About Digiday
Digiday is a leading digital media publication covering the intersection of technology, media, and marketing. With in-depth reporting on industry trends, Digiday provides insights and analysis that help brands navigate the fast-evolving digital landscape.
