TikTok has unveiled automated solutions, enhanced measurement capabilities, and privacy technologies designed to streamline campaign creation and provide more accurate insights into ad effectiveness.

“We have been listening, learning, and innovating with our advertiser partners to continuously develop solutions that deliver performance,” said David Kaufman, Global Head of Monetization Product Solutions and Operations, in a blog post.

GMV Max, a new automated tool, creates TikTok Shop campaigns by handling audience targeting, bidding, and creative selection. 

TikTok reports that merchants using GMV Max in initial tests saw an average 30% increase in Gross Merchandise Value. The company also claims that the solution cuts campaign setup time in half.

TikTok expands its out-of-home offerings with Out of Phone: Retail, an in-store digital advertising solution that displays organic and branded TikTok content in physical retail locations. This global offering aims to connect online engagement with in-store purchasing decisions.

The platform introduces Conversion Lift Studies, a measurement tool now available to businesses of all sizes. This solution aims to measure TikTok’s impact beyond last-click attribution. 

TikTok reports that advertisers using Conversion Lift Studies see an average conversion lift of at least 25% compared to users not exposed to ads on the platform.

The tech giant’s research suggests that 79% of purchases driven by the platform are not attributed to it, and when measuring only click-and-buy interactions, TikTok conversions are undervalued by 73%.

To address privacy concerns, TikTok announces integrations with Privacy-Enhancing Technologies (PETs). These include partnerships with Anonym Trusted Execution Environments, AWS Clean Rooms, LiveRamp Clean Rooms powered by Habu, and Secure Multi-Party Computation.

The company also introduced Smart+, an automated performance advertising tool that manages targeting, bidding, and creative selection. TikTok reports that advertisers using Smart+ Web Campaigns to optimize for value see a 52% improvement in return on ad spend.

EssilorLuxottica, Ray-Ban’s parent company, reports a 50% reduction in cost per acquisition, a 47% increase in conversion rates, and a 42% improvement in return on ad spend after implementing Smart+.