Uncertainty Over TikTok’s Future Drives CPMs Down 80% While Pinterest Gains Ground, AdRoll Reports | PR Newswire [Video]

, /PRNewswire/ — AdRoll, a leading marketing and advertising platform that helps business-to-consumer brands grow, today released the Q1 2025 edition of its State of Digital Advertising Report. Drawing on data from over 20,000 online businesses, the report highlights key shifts in ad pricing, platform performance, and macroeconomic factors influencing digital marketing strategies and budget decisions.

The report reveals a dramatic decline in TikTok’s cost per mille (CPM), which has dropped by 80% year-over-year. The decline reflects growing uncertainty about the platform’s future in the United States, leading advertisers to pull back their investments. In contrast, Pinterest has emerged as a major winner, with CPMs surging 120% as brands reallocate budgets to more stable platforms with an established user base. Meanwhile, Meta’s CPMs have remained steady, signaling a more consistent level of advertiser demand.

Economic concerns are also shaping digital ad strategies. The U.S. consumer sentiment index fell nearly 10 points in the first two months …