TikTok Announces New Automation Updates for Advertisers: Smarter Ads, More Control, and Measurable Impact – TikTok Newsroom

TikTok is where people search, discover, and connect with communities in real time. To help businesses tap into that engagement and drive results, we’re introducing new automation and measurement updates at Advertising Week New York 2025. These updates give advertisers more control while simplifying workflows — from a unified Smart+ buying experience that can be fine-tuned to fit any campaign goal, to Symphony Automation tools that create TikTok-first ads in seconds, and expanded attribution solutions that show TikTok’s full impact.
“TikTok is building automation you can customize and trust," states David Kaufman, Head of Product and Client Solutions for North America at TikTok. "We’ve been listening closely to our advertising partners and developing solutions that combine AI with controls designed for every business need. Through Smart+, Symphony, GMV Max, and our vertical solutions, brands can move from manual to meaningful—turning attention into action while seeing the real impact of their investment.”
Automation You Can Finetune
TikTok’s automation solutions are designed to help advertisers save time and achieve real business outcomes with more precision. Recent research conducted by NewtonX found that 93% of marketers say AI automation improves their effectiveness by reducing manual work and enabling more strategic focus, and 90% of executives see AI as critical to future business growth. [1] That’s why we’re excited to roll out upgrades across Smart+, Symphony, and GMV Max, bringing together automation, creativity, and commerce to deliver stronger returns on investment.
Today, we are announcing that performance advertising on TikTok is evolving with Smart+. TikTok is rolling out a more unified and flexible ad buying experience where advertisers can fine-tune their campaigns with new levels of control across targeting, creative, and budget. Updates include:
There's a road to performance on TikTok. Drive it with Smart+ 💡
We are also enhancing our GMV Max solution to deliver more creative insights and reporting to advertisers ahead of the key shopping season – starting with Creative Hub for GMV Max. Creative Hub gives sellers more visibility into which creative and creators are driving results. The hub shows more granular, streamlined and customizable reporting on performance across campaigns, products and creators, helping to improve overall sales while optimizing spend.
Learn more about our automated performance solutions.
Driving Measurable Results
Discovery on TikTok drives action across the entire path to purchase, whether they convert on TikTok or on through another channel, and advertisers need tools that reflect that journey. 70% of TikTok users discover new brands and products on the platform, [2] and 61% of users have made a purchase after seeing content on TikTok. [3] To help advertisers understand the value of TikTok, we are thrilled to announce we are expanding our industry-leading Attribution Portfolio with new solutions, including Third-Party Optimization starting with Google Analytics and Assisted Conversion.
These updates support advertisers of all sizes, measurement, and performance needs, showing how TikTok influences discovery, consideration, and purchase. Updates include:


Measure TikTok's true impact with Assisted Conversions.
Learn more about our diverse measurement solutions.
Continuous Innovation
TikTok continues to evolve its ad solutions to match the speed of culture and advertisers' needs. According to recent research, 78% of advertisers and executives agree that TikTok consistently demonstrates innovation in AI and introduces creative new features. [6]
With Smart+, Symphony, GMV Max, and expanded measurement solutions, TikTok is equipping marketers with the tools to work smarter, adapt faster, and drive meaningful outcomes.
See you at Advertising Week!
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