Microsoft and TikTok Are an Odd Pairing That Might Just Benefit Both Companies

The computing company could become a more formidable player in advertising

tiktok and microsoft logos overlayed
A Microsoft-owned TikTok could be a force to be reckoned with. Photo Illustration: Trent Joaquin; Source: TikTok, Microsoft
Headshot of Scott Nover

There is no obvious new owner for TikTok, a video sharing app that captured the attention of the nation—most recently, President Donald Trump—during the Covid-19 pandemic.

@ScottNover scott.nover@adweek.com Scott Nover is a platforms reporter at Adweek, covering social media companies and their influence.
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