As acquisition talk gets louder and more frequent in the days leading up to April 5, when the extension on TikTok’s U.S. ban is set to expire, new data illustrates a period of uncertainty for the popular app.
Figures from Varos, a benchmarking firm that tracks digital ad spend, show TikTok’s U.S. cost-per-thousand-impressions (CPMs) have seen double-digital declines throughout 2025. Meanwhile, rates for Meta’s short-form video offerings on Facebook and Instagram have moved in the opposite direction.
“It’s undeniable that Facebook and Instagram have made CPM growth a key initiative, driven both by increases in spend and rates,” said Jason Krebs, general manager of media at Varos.
https://www.adweek.com/media/tiktok-cpms-dropped-ban/