TikTok's social advertising land grab is putting a squeeze on Meta it can ill afford, as it blocks ads that link to TikTok in the US and other large markets.
TikTok and Meta share a desire to prevent marketing value leaking to creators, an area where TikTok has a lead on Meta through its network and creator tools.
Meta is planning for a billion users of Muse in a new tilt at shopping, as TikTok and Amazon freeze Meta's agents out of their own retail platforms.