How regionalised data sovereignty is changing the marketing landscape

In 2020, amid a rapidly evolving global data landscape, TikTok, a brand deeply rooted in Chinese technology and known for its extensive collection of user data, found itself at a crossroads. Responding to the shifting dynamics, ByteDance, TikTok’s parent company, took a proactive step by running a novel full-page advertisement in the German news magazine SPIEGEL.  This advertisement marked a departure from TikTok’s typical marketing strategies, focusing not on its content or li