No matter what happens in Washington, TikTok needs to keep advertisers spending money on the app. The latest threat of a ban, made recently by the Biden administration, has prompted marketers to consider their alternatives, ad executives say.

TikTok has been taking steps to reassure the ad industry, including convening a closed-door meeting with advertisers in New York last month where executives, including data security manager Andy Bonillo, explained how they planned to resolve the government’s national security concerns. The meeting didn’t completely win over some attendees, said two people who were there.