The article discusses the potential impact of a TikTok advertising ban on the platform’s revenue and the potential beneficiaries of such a ban. Key points include: Advertisers are increasingly pausing or reviewing their TikTok ad spending due to concerns over data privacy and the app’s ties to China. This could significantly impact TikTok’s ad revenue, which is projected to reach $14 billion in 2024. A prolonged ban could force TikTok to rely more heavily on its e-commerce business. Competitors like Meta, Google, and Snap could benefit from advertisers shifting their budgets away from TikTok. Meta’s Facebook and Instagram, as well as Google’s YouTube, are seen as the biggest potential winners. However, TikTok’s unique format and engaged user base make it difficult to fully replace for advertisers targeting younger audiences.