TikTok rebrands its advertiser pitch around full-funnel ambition

TikTok has spent years telling marketers it’s a full-funnel platform. Now it’s formalizing that message.

A couple days after announcing new ad products at Newfronts, and two months after TikTok put its U.S. legal battle to rest, the company has unveiled its new global positioning: “Watch it. Love it. Want it.” The message aims to convey how the entire funnel can happen in one experience on TikTok, according to the platform’s global head of marketing and partnerships, Sofia Hernandez. 

While the January deal removed the years-long uncertainty that had been hanging over the business, Hernandez said TikTok is now operating and speaking to the market as “one company,” with teams “talking to brands and agencies across the world as one TikTok.”

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Media Briefing: Overheard at the Digiday Publishing Summit, March 2026 edition

This week’s Media Briefing recaps what publishers had to say about the impact of search referral traffic declines on their businesses, during the Digiday Publishing Summit’s closed-door town hall sessions. Summit after summit, this continues to be the most pressing issue publishing execs say they are facing. But this time, they also focused on how that was lending more urgency to their direct reader revenue businesses like subscriptions and memberships.

  • Overheard at DPS
  • BuzzFeed’s future, The Economist Group’s restructuring, and more.

Overheard at DPS

At the Digiday Publishing Summit in Vail, Colo., this week, publishing execs couldn’t help but lament about search traffic declines, and how this was leading them to try to find new ways to connect with readers and make money.

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