Over the past five years, TikTok has grown to be the global entertainment platform with over 1 billion users, and a destination for advertisers to authentically connect with their community to turn discovery into results.

Today at Advertising Week, TikTok is introducing new advertising solutions to help brands achieve real business results with the launch of new automated Performance Tools, additional Measurement Capabilities and new Privacy Technologies.

"TikTok is building for the future. We have been listening, learning and innovating with our advertiser partners to continuously develop solutions that deliver performance," states David Kaufman, Global Head of Monetization Product Solutions and Operations. "TikTok is a unique ecosystem where culture, discovery and commerce come together. Our goal with these new solutions is to empower brands to engage their communities on TikTok and achieve business results."

Automated Solutions that Drive Results

People come to TikTok to be entertained and leave discovering new products and trends. With 61% of users having purchased something after seeing content on TikTok (1), people are taking real action as a result of their experience on TikTok. Our new advertising performance, measurement and retail solutions are designed to help brands tap into the full power of the TikTok platform.

Performance Automation Solution

Smart+ automates the performance advertising process across targeting, bidding and creative to deliver the right ad to the right person to offer the best performance. Advertisers simply input their assets, budget and targeting goals and Smart+ automatically creates or selects the best creative asset - utilizing TikTok Symphony, chooses the right audience, and puts the best ad in front of the right customer at the right time. We have seen very strong results across all objectives, with advertisers using Smart+ Web Campaigns to optimize for value seeing a 52% improvement in their return on ad spend(2). Smart+ simplifies the ad buying process while maximizes business outcomes with three campaign objectives including:

  • Smart+ Web Campaigns - Drives traffic and lower funnel actions, including sales, on advertisers websites
  • Smart+ Catalog Ads - Drives lower funnel outcomes by automatically delivering relevant product recommendations to people based on their interests, intent and actions
  • Smart+ App Campaigns - Leverages the power of discovery on TikTok to drive app installs and conversions
  • Smart+ Lead Generation Campaigns - Turns leaned-in audiences into high-value customers utilizing our next gen, lead gen solutions

“TikTok is becoming an increasingly significant component of our performance marketing strategy. By utilizing Smart+ to automate our performance advertising, we have achieved substantial improvements [in our performance campaigns]. Adopting a fully automated solution that optimizes targeting, creative and campaign performance has led to a 50% reduction in cost per acquisition, a 47% increase in conversion rates and a 42% improvement in ROAS [for RayBan]," states Roberta Atzori, Performance Marketing Manager at EssilorLuxottica.

Commerce and Retail Optimization Solutions

We are pleased to be able to now further extend our Out of Phone offering with the launch of Out of Phone: Retail. Out of Phone: Retail is TikTok's in-store digital advertising solution, that allows retailers and brands to showcase organic and branded TikTok content in retail locations. Available globally, this solution bridges the gap between online engagement and in-store purchasing decisions, by transitioning digital campaigns into the physical retail environment.

Learn more about our performance and retail solutions and how to achieve successful performance campaigns on TikTok.

Measurement for Impact

TikTok users don't just check TikTok, they watch TikTok. TikTok represents a new era of personalized entertainment that drives undivided high quality views that result in action, giving advertisers a unique opportunity to turn discovery into measureable results. TikTok has proven to deliver tangible value to businesses, not typically captured by traditional measurement strategies. Research has shown that 79% of purchases driven by TikTok are not attributed to TikTok (3) and, when just measuring simple click-and-buy, TikTok conversions are undervalued by 73% (4).

The customer purchase journey has evolved and TikTok has become a crucial partner in this changing landscape. To help advertisers measure this, we are excited to offer Conversion Lift Studies (CLS) to businesses of all sizes. Conversion Lift Studies is TikTok's gold standard measurement solution that measures TikTok's business impact beyond the last click. Conversion Lift Studies identifies the relationship between ad exposure and consumer behaviour to evaluate the real impact of advertisers' TikTok investment, measuring sales that would not have occurred without a TikTok ad. Studies show TikTok is a highly incremental platform with advertisers seeing an average conversion lift of at least 25% when compared to those users who weren't exposed to the ad on TikTok (5). With Conversion Lift Studies, TikTok is reinforcing its commitment to advertiser success no matter how big or small the business is.

We are also announcing Privacy-Enhancing Technologies (PETs) intergrations to help advertisers unlock insights using their first-party data with advanced privacy measures. PETs are for advertisers looking to measure Conversion Lift with additional privacy measures, including clean rooms and trusted execution environments (TEEs). We're announcing integration with third party and open source providers including Anonym Trusted Execution Environments, AWS Clean Rooms, LiveRamp Clean Rooms powered by Habu and Secure Multi-Party Computation to offer these new solutions.

Learn more about our new measurement and privacy solutions.

TikTok is building for the future with innovative solutions to help advertisers meet their community where they are - discovering, searching and buying on TikTok. At TikTok, we are focused on helping our partners deliver real business outcomes, in addition to helping them achieve their media goals.


  1. TikTok Marketing Science Global Shopping Ads Product Research Study 2022, conducted by Material
  2. TikTok Ads Manager Internal Data, Aug - Sept 2024
  3. TikTok Data Science Conversion Lift meta study conducted in June 2023
  4. TikTok Marketing Science Post-Purchase Analysis conducted by KnoCommerce, 2022
  5. TikTok Internal Data, Jan 2023-Sep 2024