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TikTok enters the search ad market, challenging Google and Microsoft

Some advertisers are skeptical that TikTok has the appropriate brand safety guardrails in place for its search ads product.

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In 2015 John said “Rich snippet themselves don’t give you ranking boosts. So it would’t kind of make sense to demote a site in rankings if they are doing something wrong with rich snippets. So essentially we just turn off the rich snippets until we are sure that we can trust them.”
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