TikTok’s outage and the digital marketing efficient frontier

March 19, 2025

A new draft paper from researchers at Columbia Business School finds that the average CPM across Meta's properties increased by roughly 10% in the US when TikTok went offline ahead of its ban in January. The authors of the paper use a difference-in-differences approach to estimate the increase in US-based advertising prices resulting from TikTok's […]

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