TikTok CPMs Dropped During US Ban Extension

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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.

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.zephr-form-divider-container.svelte-svq2r5{display:flex;align-items:center;justify-content:center;margin:1.5em 0}.zephr-form-divider-line.svelte-svq2r5{height:1px;width:50%;margin:0 5px;background-color:var(--zephr-color-text-tinted)}.zephr-form-divider-line-complete.svelte-svq2r5{height:1px;width:100%;margin:0 5px;background-color:var(--zephr-color-text-tinted)}.zephr-form-divider-text.svelte-svq2r5{margin:0 12px;color:var(--zephr-color-text-main);font-size:var(--zf-info-fontSize);white-space:nowrap} .zephr-form-login-link.svelte-1bpa3mq.svelte-1bpa3mq{margin-top:1em;margin-bottom:1em;text-align:center}.zephr-form-login-link.svelte-1bpa3mq>a.svelte-1bpa3mq{color:var(--zf-link-color);margin-left:0.25em} .zephr-form-account-code-container.svelte-ctt9he{margin-top:1.5em} .zephr-form-invitation-container.svelte-yy7ok3{border:1px solid;margin:1.5em 0;padding:20px;color:var(--zephr-color-text-main)}.zephr-form-invitation-title.svelte-yy7ok3{margin-bottom:20px;font-weight:bold;align-items:center}.zephr-form-invitation-input-container.svelte-yy7ok3{flex-grow:1}.zephr-form-invitation-success-message.svelte-yy7ok3{margin-top:0.5em} .subscription-option-product-label{margin-bottom:5px;margin-top:0}.subscription-option-wrapper.svelte-1ecrab7{display:flex;flex:1 0 28%;width:100%;max-width:400px}.subscription-option-wrapper.svelte-1ecrab7:only-child{max-width:325px}.subscription-option-box{display:flex;flex-direction:column;flex:1 1 0;width:0}.info-row.svelte-1ecrab7{margin-top:7px;margin-bottom:7px}.info-label.svelte-1ecrab7{display:inline;margin-right:10px}.info.svelte-1ecrab7{display:inline}hr.svelte-1ecrab7{border-width:1px 0px 0px;margin:5px 5px;border-color:var(--zephr-color-background-tinted)}.inner-box.svelte-1ecrab7{border:var(--zf-payment-options-border);border-radius:var(--zf-payment-options-borderRadius);background-color:var(--zf-payment-options-bgColor);height:100%;display:flex;flex-direction:column;flex-grow:1;padding:20px 20px;margin:0 10px;overflow:hidden}.change-disabled-label.svelte-1ecrab7{margin-top:15px} .subscription-options-container.svelte-1nzbr4y{flex-wrap:wrap;font-size:var(--zf-payment-options-fontSize);width:100%;color:var(--zf-payment-options-color);line-height:18px;padding:31px 0 20px;display:grid;justify-content:space-evenly;justify-items:center;grid-template-columns:repeat(auto-fit, minmax(300px, 1fr));gap:13px}@media(max-width: 340px){.subscription-options-container.svelte-1nzbr4y{grid-template-columns:repeat(auto-fit, minmax(280px, 1fr))}} .subscription-list-item.svelte-1wg9q7{color:var(--zephr-color-text-main)}hr.svelte-1wg9q7{border-width:1px 0px 0px;margin:20px 0px;border-color:var(--zephr-color-background-tinted)}.inactive.svelte-1wg9q7{text-decoration:line-through}h3.svelte-1wg9q7{margin:0 0 20px}.inner-box.svelte-1wg9q7{display:flex;flex-direction:column;flex-grow:1;padding:30px 20px;margin:0 10px;overflow:hidden;min-width:300px} .zephr-form-tablink.svelte-ky9lgg{display:flex;align-items:center;cursor:pointer;justify-content:space-between;text-decoration:none;color:var(--zephr-color-text-main);font-weight:590;padding:var(--zf-list-subscriptions-section-padding);border-bottom:1px solid var(--zephr-color-background-tinted)}.zephr-form-tablink.svelte-ky9lgg:hover{text-decoration:underline}.zephr-form-tablink.svelte-ky9lgg:last-child{border-bottom:none } .zephr-subscription-list-box-item.svelte-h57nmp.svelte-h57nmp{color:var(--zephr-color-text-main);max-width:var(--zf-list-subscriptions-container-maxWidth);border-radius:var(--zf-list-subscriptions-container-borderRadius);border:var(--zf-list-subscriptions-container-border);padding:var(--zf-list-subscriptions-container-padding)}.zephr-inner-box.svelte-h57nmp.svelte-h57nmp{display:flex;flex-direction:column;flex-grow:1}.zephr-box-item-information.svelte-h57nmp.svelte-h57nmp{font-size:var(--zf-list-subscriptions-info-fontSize);color:var(--zephr-color-text-tinted);margin-top:8px}.zephr-section.svelte-h57nmp.svelte-h57nmp{padding:var(--zf-list-subscriptions-section-padding);border-bottom:1px solid var(--zephr-color-background-tinted);gap:8px}.zephr-section.svelte-h57nmp.svelte-h57nmp:first-child{padding-top:0;border-bottom:none }.zephr-section.svelte-h57nmp.svelte-h57nmp:last-child{border-bottom:none }.zephr-section.svelte-h57nmp span.svelte-h57nmp{font-weight:590}.zephr-section.svelte-h57nmp h2.svelte-h57nmp{margin:0} .subscriptions-list-container.svelte-2hm0a{margin-top:40px;display:flex;flex-direction:column;gap:40px} .past-subscriptions-link-wrapper.svelte-1gacumx{margin:10px 0} .event-link-wrapper{margin-top:10px}.float-right.svelte-12vtv9v{float:right;margin-top:calc(var(--zephr-input-height) * -1px + 5px)} .bold-label.svelte-121zkre label{font-weight:bold}.read-only-input.svelte-121zkre{border:none;background:none;color:#333;cursor:default;outline:none;flex-grow:1;margin-right:10px;margin-top:15px}.zephr-form-relative-container.svelte-121zkre{display:flex;align-items:center;justify-content:space-between;width:100%}.update-link{white-space:nowrap;text-decoration:none;font-size:0.75em} .bold-label.svelte-121zkre label{font-weight:bold}.read-only-input.svelte-121zkre{border:none;background:none;color:#333;cursor:default;outline:none;flex-grow:1;margin-right:10px;margin-top:15px}.zephr-form-relative-container.svelte-121zkre{display:flex;align-items:center;justify-content:space-between;width:100%}.update-link{white-space:nowrap;text-decoration:none;font-size:0.75em} .zephr-form-ro-attribute{display:flex;align-items:center;height:50px;justify-content:flex-start}.zephr-form-ro-attribute-label{margin-right:10px;&:after { content: ": "; }} hr.svelte-4jb3ht{border-width:1px 0px 0px;margin:20px 0px;border-color:var(--zephr-color-background-tinted)}.session-container.svelte-4jb3ht{padding:15px;display:flex;flex-direction:column}.device-title.svelte-4jb3ht{font-weight:bold;font-size:1.2em;margin-bottom:10px}.current-device.svelte-4jb3ht{color:#777;font-size:0.9em;margin-left:10px}.login-time.svelte-4jb3ht,.browser.svelte-4jb3ht,.country.svelte-4jb3ht{margin-bottom:10px;font-size:0.9em} .sign-out-all.svelte-1gdzu2p{color:#0073e6;cursor:pointer;font-size:1em;margin:20px 0;text-align:center}.sign-out-all.svelte-1gdzu2p:hover{text-decoration:underline} .table.svelte-15e6uru.svelte-15e6uru{display:grid;grid-template-columns:0.7fr 1.4fr 1fr 0.6fr}.table-head.svelte-15e6uru.svelte-15e6uru{display:contents}.table-row.svelte-15e6uru.svelte-15e6uru{display:contents}.table-head.svelte-15e6uru>div.svelte-15e6uru{font-size:13px;padding:13px 10px 10px;border-bottom:1px solid var(--zephr-color-background-tinted)}.table-row.svelte-15e6uru>div.svelte-15e6uru{font-size:var(--zf-info-fontSize);height:60px;padding:0 10px;border-bottom:1px solid var(--zephr-color-background-tinted);display:flex;align-items:center}.table-head.svelte-15e6uru>div.svelte-15e6uru:first-child,.table-row.svelte-15e6uru>div.svelte-15e6uru:first-child{padding-left:0}.table-head.svelte-15e6uru>div.svelte-15e6uru:last-child,.table-row.svelte-15e6uru>div.svelte-15e6uru:last-child{padding-right:0}.taxes.svelte-15e6uru.svelte-15e6uru{color:var(--zephr-color-background-tinted);white-space:pre;font-size:small} .zephr-form-button-group.svelte-s116f2{display:flex;flex-direction:row;gap:12px;margin-top:20px}.zephr-form-back-button.svelte-s116f2{padding:0 20px;border-radius:calc(var(--zephr-button-borderRadius) * 1px);border-style:solid;border-width:calc(var(--zephr-button-borderWidth) * 1px);border-color:var(--zephr-color-action-main);display:flex;justify-content:center;align-items:center;width:100%;background-color:var(--zephr-color-action-main);color:var(--zf-button-color);cursor:pointer}.zephr-form-continue-button.svelte-s116f2{padding:0 20px;border-radius:calc(var(--zephr-button-borderRadius) * 1px);border-style:solid;border-width:calc(var(--zephr-button-borderWidth) * 1px);border-color:var(--zephr-color-action-main);display:flex;justify-content:center;align-items:center;width:100%;background-color:var(--zf-button-color);color:var(--zephr-color-action-main);cursor:pointer}.zephr-form-back-button.svelte-s116f2:hover{background-color:var(--zephr-color-action-tinted);border-color:var(--zephr-color-action-tinted)}.zephr-form-continue-button.svelte-s116f2:hover{background-color:var(--zephr-color-action-tinted);border-color:var(--zephr-color-action-tinted);color:var(--zf-button-color)}.zephr-form-back-button.svelte-s116f2:not(inputHeight){height:calc(var(--zephr-button-height) * 1px)}.zephr-form-continue-button.svelte-s116f2:not(inputHeight){height:calc(var(--zephr-button-height) * 1px)} .zephr-form-button.svelte-16hrghb{padding:0 20px;text-decoration:none;text-transform:capitalize;border-radius:calc(var(--zephr-button-borderRadius) * 1px);font-size:var(--zf-button-fontSize);font-weight:normal;cursor:pointer;border-style:solid;border-width:calc(var(--zephr-button-borderWidth) * 1px);border-color:var(--zephr-color-action-tinted);transition:backdrop-filter 0.2s, background-color 0.2s;display:flex;justify-content:center;align-items:center;width:100%;background-color:var(--zephr-color-action-main);color:var(--zf-button-color);position:relative;overflow:hidden;height:calc(var(--zephr-button-height) * 1px)}.zephr-form-button.svelte-16hrghb:hover{background-color:var(--zephr-color-action-tinted);border-color:var(--zephr-color-action-tinted);color:var(--zf-button-color)}.zephr-form-button-top-margin.svelte-16hrghb{margin-top:20px} .zephr-form-max-width{max-width:var(--zf-container-maxWidth);margin:auto}.zephr-form-content.svelte-1v11ws7{padding:var(--zf-container-padding);background-color:var(--zf-container-bgColor);border:var(--zf-container-border);border-radius:var(--zf-container-borderRadius)}.zephr-payment-options-content.svelte-1v11ws7{background-color:transparent;border:none;border-radius:0}.close-button-container.svelte-1v11ws7{text-align:right;width:100%;margin-bottom:15px}.close-button.svelte-1v11ws7{cursor:pointer;display:inline;padding:7px;min-width:32px;min-height:32px;border-radius:16px;margin:1px} .zephr-form{--zf-root-fontSize:16px;--zf-root-fontFamily:var(--zephr-typography-body-font), var(--zephr-typography-body-fallbackFont);--zf-container-maxWidth:440px;--zf-container-padding:20px;--zf-container-margin:20px auto;--zf-container-border:none;--zf-container-borderRadius:calc(var(--zephr-input-borderRadius) * 1px);--zf-container-color:var(--zephr-color-text-main);--zf-container-bgColor:var(--zephr-color-background-main, transparent);--zf-info-fontSize:14px;--zf-subtext-fontSize:12px;--zf-link-color:#6ba5e9;--zf-input-fontSize:var(--zf-root-fontSize);--zf-input-bgColor:var(--zephr-color-background-main, transparent);--zf-button-fontSize:calc(var(--zephr-button-fontSize, 16) * 1px);--zf-button-color:#fff;--zf-password-valid-color:#7bcb7f;--zf-password-invalid-color:#c4c4c4;--zf-payment-options-fontSize:var(--zf-subtext-fontSize);--zf-payment-options-color:var(--zephr-color-text-main);--zf-payment-options-bgColor:var(--zf-container-bgColor);--zf-payment-options-border:calc(var(--zephr-input-borderWidth) * 1px) solid var(--zephr-input-borderColor);--zf-payment-options-borderRadius:calc(var(--zephr-input-borderRadius) * 1px);--zf-payment-options-highlighted-color:var(--zephr-color-text-main);--zf-payment-options-highlighted-bgColor:var(--zephr-color-accent-main);--zf-payment-summary-fontSize:var(--zf-subtext-fontSize);--zf-payment-summary-color:var(--zephr-color-text-main);--zf-payment-summary-bgColor:var(--zf-input-bgColor);--zf-payment-summary-border:calc(var(--zephr-input-borderWidth) * 1px) solid var(--zephr-input-borderColor);--zf-payment-summary-borderRadius:calc(var(--zephr-input-borderRadius) * 1px);--zf-list-subscriptions-container-maxWidth:630px;--zf-list-subscriptions-container-padding:24px;--zf-list-subscriptions-section-padding:16px 0px;--zf-list-subscriptions-container-border:calc(var(--zephr-input-borderWidth) * 1px) solid var(--zephr-input-borderColor);--zf-list-subscriptions-container-borderRadius:calc(var(--zephr-input-borderRadius) * 1px);--zf-list-subscriptions-info-fontSize:var(--zf-info-fontSize)}.zephr-form.svelte-jjl1p8{color:var(--zf-container-color);margin:var(--zf-container-margin);font-size:var(--zf-root-fontSize);overflow:visible;font-size:var(--zf-root-fontSize, unset);line-height:unset;margin:unset;padding:unset;border:unset;background:unset;&:hover, &:focus-visible { border: unset; background: unset; }}.zephr-form-disabled-div{pointer-events:none;opacity:0.8}.zephr-form-relative-container{position:relative}.zephr-form-flex-container{display:flex}.zephr-form-input-inner-button{cursor:pointer;position:absolute;top:50%;transform:translateY(-50%);right:5px;padding:10px 5px}.zephr-form-input-inner-text{color:var(--zephr-color-text-main);font-size:var(--zf-subtext-fontSize);font-weight:bold;font-family:var(--zf-root-fontFamily)} .zephr-form { --zf-root-fontFamily: "Source Serif 4", serif, "Helvetica", sans-serif; --zf-container-maxWidth: 900px; --zf-container-padding: 5px; --zf-root-fontFamily: 'sans-serif4', sans-serif; --zf-container-margin: 5px auto; --zf-container-bgColor: #f4f4f4; --zf-subtext-fontSize: 16px !important; --zf-subtext-fontWeight: bold !important; --zf-button-fontSize: calc(var(--zephr-button-fontSize, 18) * 1px); --zf-input-text-color: #fff; --zephr-input-borderColor: white !important; --zf-container-borderRadius: 20px !important; --zf-link-color: #D9301B !important; } .zephr-form-content{ padding: 20px !important; } .zephr-form form{ margin: 0px !important; } .zephr-form .payment-options-container{ max-width: 400px; margin: auto; padding-top: 0px !important; grid-template-columns: repeat(auto-fit, minmax(320px, 1fr)) !important; } .payment-options-container:first-child{ margin-bottom: 20px; } .payment-option-wrapper:nth-child(2) .inner-box{ background: #D9301B; } .zephr-form input{ color: #fff; } .zephr-form-button{ margin-top: 0 !important; } .payment-option-wrapper:nth-child(2) .zephr-form-button{ color: white !important; background-color: black; } .zephr-form-login-link{ margin-bottom: 0px; } .zephr-form .box-bottom{ margin-bottom: 0px;!important; margin-top: 0px; !important; padding-top: 0px !important; } .inner-box{ border-top-left-radius: 20px !important; border-top-right-radius: 20px !important; border-bottom-left-radius: 20px !important; border-bottom-right-radius: 20px !important; } .box-top{ margin-right: 30px; margin-left: 30px; border-top-left-radius: 20px !important; border-top-right-radius: 20px !important; overflow: hidden; } .box-top:empty { display: none; } .zephr-form-summary{ container border: none; !important } .zephr-payment-form-summary-line-right{ display: flex; align-items: center; margin-right: 0px !important; } .zephr-payment-form-summary-promo-middle{ top: unset !important; } input#zephr-form-promo-code{ background: var(--zf-container-bgColor); } .zephr-payment-form-promo-activate-line span{ font-size: .8rem !important; } #stripe-element{ background: #fff; } input[type='checkbox']{ margin-top: 20px !important; } input[type='checkbox'] + label{ margin-bottom: 0px; } .aw_zephr-form__gdpr-email-solicit-textbox, .aw_zephr-form__gdpr-email-rent-textbox{ text-align: left; margin-bottom: 20px; } label + .zephr-form-custom-text{ border-bottom: 1px solid #cbcbcb; }