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How Oracle’s TikTok deal could shake up social media

September 15, 2020

With skepticism swirling around Oracle’s agreement to become the “trusted technology partner” of TikTok in the U.S., marketers will be closely watching to see if the enterprise tech firm’s new role signals a death knell for the app that has seized the attention of young audiences, or a move that ushers in the realignment of a stagnant social media landscape.

Oracle shepherding TikTok’s future in a key growth market is especially interesting since the company has no meaningful stake in social media, and is subsequently free of the scrutiny embattling the category in areas like data privacy.

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