Meta vs TikTok | Matt Connarton Unleashed

2:58

What's This About?

Meta and TikTok are taking their rivalry into each other’s advertising systems. Matt reacts to reports that TikTok rejected Meta’s ads and Meta responded by blocking ByteDance advertising on Facebook and Instagram in the U.S. and other markets.This quick update touches on the child safety dispute behind the rejected ads, competition between the platforms, and their new AI advertising tools. Matt also raises an obvious business question: why were these rivals accepting each other’s ads in the first place?Explore more episodes and find out how to be a guest:
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This is from music ally.com. One more music industry story. And then we're going to start to wrap up because again, my I'm sick and my throat keeps drying up. And that's why if you notice, if you're listening, if you keep hearing awkward pauses, it's me pushing the button and muting myself because I have to cough. Uh, so, and I know this is going around right now and there's a lot of people sick. So I'm sorry if, uh, if you're, uh, sick as well. I'm not, I'm not trying to whine. I'm actually feeling the best I have felt in, in the past few days.

So I'm definitely past the worst of it. I'm glad I didn't have any in-studio guests today. Cause I didn't have to worry about shaking hands with people and spreading my illness. Um, but anyway, um, I, I feel like I'm getting, I'm in the last stage of it. So, uh, music ally.com. This is a story that relates to, um, Meta and TikTok engage in a tit-for-tat ad ban on their platforms. So if you're a fan of social media titans beef, prepare to record your direct-to-camera rage bait hot take. Meta, the parent company of Instagram and Facebook, has banned ads from ByteDance from running on its platforms in the U.S. as well as some other territories, including Canada, Japan, and Thailand.

It follows TikTok rejecting ads from Meta from running on its platforms. This is like a social media Cold War.

Those rejected Meta ads called on TikTok and other platforms... to also settle in that U.S. child safety lawsuit and were booted off TikTok due to their, quote, political content. Meta recently racked up nearly a billion dollars in fines relating to online child safety. In some ways, this is very normal stuff. Why would you advertise a competitor on your own platform? One interesting question might be, okay, but why did you accept their ads before now? But also, it speaks to the depths of competition between the two companies' platforms.

ByteDance is the company that used to own TikTok in the U.S., but now... After TikTok's U.S. entity was forced to be spun off to local owners, netting allegedly a hefty fee for the administration. So while it doesn't control the app in users' hands, it still owns things like its brand rights, the underlying tech IP, intellectual property, and 20% of the U.S.-based joint venture itself. Meanwhile, as reported in Music Allies' Marketing Weekly newsletter, it is advertising week in New York. And seeing both Meta and TikTok have announced new agentic AI advertising features, it's fun to imagine that each platform's AI ad agents are currently arguing with each other somewhere.

So there you go.

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