I just saw an ad for TikTok on a YouTube video. But at the same time YouTube is running ads on TikTok, reports Bloomberg, targeting TikTok content creators in "an effort to lure these valuable users to the Google-owned rival and capitalize on TikTok's uncertain future."

One of YouTube's ads even received over a thousand likes, with Bloomberg calling it that TikTok "is willing to accept ad dollars from one of its fiercest competitors promoting a message aimed at undercutting its business."

YouTube is the latest TikTok competitor to try to capitalize on the app's looming US ban, which could go into effect in early April. Meta Platforms Inc.'s Instagram announced a new video editing tool in January, and X also teased a new video tab as part of an effort to win over TikTok's content creators...

Google would be one of the biggest beneficiaries of a ban in the US. Both its flagship video service YouTube and its TikTok copycat, YouTube Shorts, would likely see an uptick in traffic if TikTok goes away. Google also plays an unusual role in TikTok's potential ban because it runs one of two mobile app stores controlling whether people in the US can download the video app. It has blocked TikTok from its Google Play store since the divest-or-ban law went into effect January 19.

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