In 2025 TikTok is working to grow its brand and performance advertising business, along with a new integrated full-funnel solution. As an emerging media platform with unique ad formats and user behavior in a privacy-first environment, TikTok faces both significant opportunities and challenges in scaling its advertising business. The Marketing Science Organization is exploring how to harness TikTok’s creative assets, targeting strategies, and measurement capabilities to deliver better outcomes and reliable metrics to advertisers while accelerating TikTok's overall ad growth.