Today on The Stack: TikTok’s Teetering Fate in the US; WHSmiths’ Retail Media Expansion 

News this week has been dominated by social media, kicking off with TikTok’s teetering fate in the US. Last Sunday, TikTok was cut off for US users – about 12 hours later, however, it was back. Following the uncertainty, it was revealed that newly inaugurated President Trump had signed an executive order granting the platform an extension of 75-days to comply with the law which forces it to be sold in order to continue operating in the US. 

In other social media-related news, Bluesky and X both launched video feeds for their platforms. This is Bluesky’s first significant push to promote video, while X has already made several efforts to get viewers watching videos on its platforms. 

Elsewhere, WHSmith announced the launch of a retail media ad business. Spanning over 437 locations across the US, the ad network will allow advertisers to connect with consumers in airports, railway stations, and resorts.