New features focus on performance, measurement and privacy
TikTok announced a new suite of advertising solutions with new automated performance tools, enhanced measurement capabilities and privacy technologies.
Smart+ enables performance advertising automation, optimizing targeting, creative and delivery. The feature allows advertisers to add their assets, budget and targeting objectives, and Smart+ will automatically create or select the best creative asset, using TikTok Symphony, which will target the audience and moment.
Smart+ also makes it possible to simplify ad purchasing and maximize results with campaign objectives: web campaign, which directs traffic and lower funnel actions, including sales, to advertiser websites; catalog ads, which generate lower-funnel results by recommending relevant products to users based on their interests and interactions; app campaigns driving app installs and conversions by leveraging the power of discovery on TikTok; and lead generation campaigns, which convert engaged audiences into valuable customers using state-of-the-art solutions.
The platform also announced Conversion Lift Studies (CLS), a solution that measures business impact beyond the last click, comparing consumer behavior to ad exposure. CLS makes it possible to compare consumer behavior and ad exposure to help identify the true impact of advertising and investment on TikTok, and measure sales that wouldn’t have happened without a TikTok ad.
TikTok also announced the integration of Privacy Enhancement Technologies (PETs), which allow advertisers to gain insights using their first-party data with advanced security measures. This feature is aimed at select advertisers seeking additional privacy measures, including clean rooms and Trusted Execution Environments (TEEs). The company will also integrate with third-party providers including Anonym Trusted Execution Environments, AWS Clean Rooms, LiveRamp Clean Rooms powered by Habu, and Secure Multi-Party Computation to deliver these new solutions.
Additionally, TikTok will expand its out-of-phone offering to out-of-phone retail, which will bring pop-up billboards with organic and branded content to physical stores. Available globally, this solution will connect online engagement with purchasing decisions in physical stores.
“Our goal is to connect brands to TikTok’s unique community where culture, discovery and commerce meet. With new automated performance solutions, measurement capabilities and the recent Search Ads campaign, we are empowering brands to engage even more with their community and achieve meaningful business results,” says David Kaufman, global head of monetization product solutions and operations at TikTok.
Credit: Photo by Olivier Bergeron on Unsplash
