Yesterday, as part of Advertising Week, TikTok launched new automated ad performance tools, as well as additional measurement capabilities and privacy technologies.

These include Smart+, an AI-powered performance solution designed to maximize returns by automating campaign management across targeting, bidding and creative. When advertisers input their assets, budget and targeting goals, Smart+ automatically creates or selects the best creative asset and – using TikTok Symphony – chooses the right audience, putting the best ad in front of the right customer at the right time.

According to TikTok research, advertisers using Smart+ Web Campaigns are seeing a 52% improvement in their return on ad spend. The platform also says that it has found that 92% of users have taken action on content viewed on TikTok and 61% have purchased something after seeing content on the platform.

TikTok has also extended its Out of Phone offering with the launch of Out of Phone: Retail. This in-store digital ad solution enables retailers and brands to showcase organic and branded TikTok content in retail locations. It is now available globally to bridge the gap between online engagement and in-store purchasing decisions.

To help advertisers measure campaigns, TikTok is offering Conversion Life Studies to businesses of all sizes. This measurement solution identifies the relationship between ad exposure and consumer behaviour to evaluate the real impact of TikTok investments by measuring sales that would not have occurred without a TikTok ad.

In addition, TikTok has launched Privacy-Enhancing Technology (PETs) integrations to help advertisers unlock insights using their first-party data with advanced privacy measures. Advertisers can measure Conversion Lift with clean rooms and trusted execution environments. This solution has been integrated with third party and open-source providers such as Anonym Trusted Execution Environments, AWS Clean Rooms, LiveRamp Clean Rooms powered by Habu and Secure Multi-Party Computation.