WASHINGTON — The White House has lifted its ban on TikTok from federal government devices, effective immediately. National security agencies concluded the popular short-form video app no longer poses a threat to the United States, removing a stigma that had limited TikTok's reach in professional and government circles.

For Meta (META), trading at $609.39, up 2.4 percent, the decision means sharper competition for advertising dollars and user attention. Meta's Reels product competes directly with TikTok's short-form video format, and a resurgent TikTok could pressure Meta's engagement metrics and ad market share in coming quarters.

Alphabet (GOOGL), trading at $351.56, down 1.7 percent, faces renewed pressure on YouTube Shorts, which targets the same content format and user base. Advertisers may now reassess spending allocations across platforms, and any measurable shift in time-spent data would show up quickly in ARPU figures.

Watch management commentary on advertiser demand and user acquisition costs when Meta and Alphabet report quarterly results. Those two line items will tell investors whether TikTok's broader access is moving budgets or staying on the margins.