Shifting Sands: TikTok’s Ad Leadership Change
As Blake Chandlee steps down from managing TikTok’s core advertising business, the company undergoes important internal restructures. This transition, part of a larger reorganization, comes at a critical moment for the company facing an impending deadline of April 5 for a US sale deal.
Chandlee’s Departure and Team Merger
Chandlee, who joined TikTok in 2019 from Facebook, will take on advisory responsibilities as he steps down from his role. Following this, Chandlee’s Global Business Solutions team will be merged with the technology monetization product global tech team led by Will Liu, who will take charge of the consolidated team starting April 1. AdWeek had previously reported Chandlee’s departure. As per internal documents, Liu will oversee the combined group starting April 1.
Advertising Growth and Future Targets
Chandlee, in a company memo, remarked on the rapid growth in ad sales and stated that, apart from Douyin, it grew at the fastest pace in the world. Furthermore, projecting revenues, he noted that TikTok aims to increase ad revenue by 50% in 2025.
Management Changes Following Departures
Chandlee’s exit marks another change at the executive level at TikTok. According to The Information, at least eight other executives and the company’s music chief, Ole Obermann, announced their exits at the start of 2025. Amid these, Obermann also left. This adds to the management turmoil at TikTok alongside uncertainty regarding the company’s plans for the US market.
The US Sale Deadline Imposed
Why is the timing pertinent? Well, there is a deadline set for the termination of the sale agreement for ByteDance, TikTok’s Chinese parent company, which is before April 5 this year. An executive order was issued by former President Trump on the first day of his presidency that postponed enforcement of the TikTok ban and sale restrictions that would allow continuation of services in the US.
Possibility of Oracle Taking Over
There are media reports that Oracle Corp. has been trying to work around a deal to purchase the US section of the business from TikTok. The deal would require Oracle to guarantee security and maintain limited control of the new US subsidiary, which could see the app’s main algorithm stay in Chinese hands, as per Bloomberg News.
A Period of Change and Evaluation
The changes in the executive leadership and the reorganization of TikTok’s parent company highlight the sensitivity of TikTok’s situation. Executing a major shift in strategy for the company within a rigid timeframe while having to defend itself against heavy regulatory scrutiny is a delicate balancing act. The management changes, as well as the proposed sale’s outcome, will undoubtedly be critical for how the app functions in the United States and globally.
The proposed sale and acquisition subsequent deals with Oracle will pave the way after overcoming various control obstacles.
Navigating Through Regulatory Hurdles
These issues do not loom large, especially the company’s growth alongside the ducking of regulations—all while keeping the pace at which growth is achieved are all central components to answer the question: What path does TikTok choose? If initiated, changes could lead to an exit strategy, but the details surrounding the agreement still pose questions regarding data security and control over algorithms. The terms of these will be crucial in defining whether TikTok thrives or dives in the coming weeks in the US market.
