TikTok moves toward ‘performance automation vision’ with latest machine learning ad tools – Digiday
TikToks latest machine learning ad solutions are proof that the platform wants to automate as much of its advertising as possible.
The product, dubbed Performance Automation, was announced at the platforms fourth annual TikTok World product summit today its first official summit since Biden signed the TikTok divest or sell bill last month, and subsequently the entertainment app took the U.S. government to court to appeal.
Its safe to say TikTok wants advertisers to believe its not entertaining the idea of being booted out of the U.S. anytime soon. If that wasnt already obvious during its NewFront earlier this month, this latest announcement makes it clearer that its business as usual for the platform right now. Or at least trying to make it as clear as possible that advertisers can park their contingency plans and keep spending on TikTok.
TikTok is actively working to keep marketers engaged and on the platform despite the legislative challenges, said Traci Asbury, social investment lead at Goodway Group. They [TikTok] have complete confidence in their upcoming legal appeals and are actively encouraging marketers to keep adopting best practices and usage of the platforms capabilities to make positive impacts on their businesses.
Well, you probably already know about TikToks Smart Performance Campaign, which was launched last year. The campaign uses semi-automation capabilities including auto-targeting, auto-bidding and auto-creative.
But Performance Automation, which is still in early testing, goes one step further, by automating more of the process, including the creative. With this campaign, advertisers input the necessary assets, budget and goals, and TikToks predictive AI and machine learning will select the best creative asset, to ensure the best campaign is put in front of the right customer at the right time. As a TikTok spokesperson confirmed, the platform is moving toward a performance automation vision and this latest product is the next step on that journey.
And thats not all. The platform has also launched a similar capability for its TikTok Shop, dubbed TikTok Shop Marketing Automation. Like Performance Automation, this works by automating bidding, budgeting, ad management and creative for TikTok Shop products. Since TikTok Shop is only available in select regions, this latest product is currently rolled out in South-East Asia, and in testing in the U.S.
Ohio-based health and wellness brand Triquetra Health is one of those early testers. According to Adolfo Fernandez, global product strategy and operations at TikTok, the brand already achieved 4x their return on investment in TikTok Shop within the first month of using this new automation product, and increased sales on the platform by 136%. He did not provide exact figures.
To be clear, Performance Automation and TikTok Shop Marketing Automation arent their official names. These are just temporary identities the platform is using until they roll out the products officially.
Still, all sounds familiar? Thats because it is. Performance Automation is similar to what the other tech giants have been doing for a while now, and what TikTok started to dabble in with its Smart Performance Campaign last year. Think Googles Performance Max, Metas Advantage+ and now even Amazons Performance+ they all play a similar role for their respective platforms. TikTok just joining the pack simply confirms that automation is the direction that advertising as an industry is heading.
In many ways, this was inevitable. Meta, Google et al have amassed billions of ad dollars over the years by making it as easy as possible for marketers to spend on their ads. From programmatic bidders to attribution tools, the platforms have tried to give marketers fewer reasons to spend elsewhere. Machine learning technologies that essentially oversee campaigns are the latest manifestation of this. Sooner or later TikTok was always going to make a move.
Still, there are concerns aplenty over how these technologies work they are, after all, the ultimate set it and forget it type of campaign. Marketers hand over the assets and data they want the platform to work with, and the technology takes it from there. Thats it. Marketers have no way of knowing whether these campaigns are doing what the platform says theyre doing because theyre unable to have them independently verified. It remains to be seen whether TikToks own effort will take a similar stance or break with tradition.
Speaking of measurement, TikTok is also launching unified lift a new product which measures TikTok campaign performance across the entire decision journey, using brand and conversion lift studies. KFC Germany has already tried it out and drove a 25% increase in brand recall and saw an 81% increase in app installs, according to Fernandez, without providing exact figures.
Among the other announcements were:
Well for now, nothing much has changed. Marketers have contingency plans in place, but thats just standard business practice. Beyond that, everything as far as TikTok goes is pretty much business as usual.
Colleen Fielder, group vp of social and partner marketing solutions at Basis Technologies said her team is not actively recommending any of their clients discontinue spending on TikTok. Theyre continuing to include the platform on proposals.
We knew TikTok was going to sue the U.S. government, and that may push this 9-12 month timeline even further back, which gives us a longer lead time to continue running on TikTok and / or identify alternative platforms as needed, she said.
For Markacy, its a similar state of play. We have a loose partnership with digital media company Attn, which is heavily invested in TikTok, said Tucker Matheson, co-CEO of the company. Theyre still getting big proposals for work, which is a positive sign.
Link:
TikTok moves toward 'performance automation vision' with latest machine learning ad tools - Digiday
- Machine Learning in Drug Discovery Market to Witness Exponential Growth: Key Players, $250M Eli Lilly Deal & Regional Insights for 2025-2034 -... - July 18th, 2025 [July 18th, 2025]
- Automated seafood freshness detection and preservation analysis using machine learning and paper-based pH sensors - Nature - July 18th, 2025 [July 18th, 2025]
- Do You Know What It Means To Train a Machine Learning Model? - LSU - July 18th, 2025 [July 18th, 2025]
- Establishment of an interpretable MRI radiomics-based machine learning model capable of predicting axillary lymph node metastasis in invasive breast... - July 18th, 2025 [July 18th, 2025]
- A Machine Learning-Reconstructed Dataset of River Discharge, Temperature, and Heat Flux into the Arctic Ocean - Nature - July 18th, 2025 [July 18th, 2025]
- Leveraging computational linguistics and machine learning for detection of ultra-high risk of mental health disorders in youths | Schizophrenia -... - July 18th, 2025 [July 18th, 2025]
- Development and validation of machine learning-based diagnostic models using blood transcriptomics for early childhood diabetes prediction - Frontiers - July 18th, 2025 [July 18th, 2025]
- Fatigue and stamina prediction of athletic person on track using thermal facial biomarkers and optimized machine learning algorithm - Nature - July 18th, 2025 [July 18th, 2025]
- Identifying the crucial oncogenic mechanisms of DDX56 based on a machine learning-based integration model of RNA-binding proteins - Nature - July 18th, 2025 [July 18th, 2025]
- AI and Machine Learning Skills Are Make or Break for Developers: 71% of Tech Leaders Wont Hire Without Them - Yahoo Finance - July 18th, 2025 [July 18th, 2025]
- Developing an explainable machine learning and fog computing-based visual rating scale for the prediction of dementia progression - Nature - July 18th, 2025 [July 18th, 2025]
- Prognosis of air quality index and air pollution using machine learning techniques - Nature - July 18th, 2025 [July 18th, 2025]
- Integrating vision transformer-based deep learning model with kernel extreme learning machine for non-invasive diagnosis of neonatal jaundice using... - July 18th, 2025 [July 18th, 2025]
- PlayStation 6 Likely to Feature 24 GB RAM for Advanced Ray Tracing and Machine Learning Without Raising Costs - Wccftech - July 18th, 2025 [July 18th, 2025]
- Machine Learning-Assisted Iterative Screening for Efficient Detection of Drug Discovery Starting Points - ACS Publications - July 16th, 2025 [July 16th, 2025]
- 2025 IT Camp on AI & Machine Learning for Beginners to be held August 5 - Southeastern Oklahoma State University - July 16th, 2025 [July 16th, 2025]
- Utilizing machine learning to predict MRI signal outputs from iron oxide nanoparticles through the PSLG algorithm - Nature - July 16th, 2025 [July 16th, 2025]
- Developing a machine-learning model to enable treatment selection for neoadjuvant chemotherapy for esophageal cancer - Nature - July 16th, 2025 [July 16th, 2025]
- Advancing crop recommendation system with supervised machine learning and explainable artificial intelligence - Nature - July 16th, 2025 [July 16th, 2025]
- Predicting clozapine-induced adverse drug reaction biomarkers using machine learning - Nature - July 16th, 2025 [July 16th, 2025]
- Postoperative complication severity prediction in penile prosthesis implantation: a machine learning-based predictive modeling study - Nature - July 16th, 2025 [July 16th, 2025]
- The Future of AI & Machine Learning: Perspective on Shaping Tomorrows Business Landscape - Vocal - July 16th, 2025 [July 16th, 2025]
- Machine Learning: Your Ticket to a Thriving Career in the Tech World - The Impressive Times - July 14th, 2025 [July 14th, 2025]
- Integrative analysis of multi-omics data and gut microbiota composition reveals prognostic subtypes and predicts immunotherapy response in colorectal... - July 14th, 2025 [July 14th, 2025]
- Comprehensive multi-omics and machine learning framework for glioma subtyping and precision therapeutics - Nature - July 14th, 2025 [July 14th, 2025]
- Development and validation of a machine learning-based nomogram for survival prediction of patients with hilar cholangiocarcinoma after... - July 12th, 2025 [July 12th, 2025]
- Geochemical-integrated machine learning approach predicts the distribution of cadmium speciation in European and Chinese topsoils - Nature - July 12th, 2025 [July 12th, 2025]
- Machine learning-based construction of a programmed cell death-related model reveals prognosis and immune infiltration in pancreatic adenocarcinoma... - July 12th, 2025 [July 12th, 2025]
- Application of supervised machine learning and unsupervised data compression models for pore pressure prediction employing drilling, petrophysical,... - July 12th, 2025 [July 12th, 2025]
- Machine learning identifies lipid-associated genes and constructs diagnostic and prognostic models for idiopathic pulmonary fibrosis - Orphanet... - July 12th, 2025 [July 12th, 2025]
- An evaluation methodology for machine learning-based tandem mass spectra similarity prediction - BMC Bioinformatics - July 12th, 2025 [July 12th, 2025]
- The Rise of AI in Trading: Machine Learning and the Stock Market - Disruption Banking - July 12th, 2025 [July 12th, 2025]
- Integrative analysis identifies IL-6/JUN/MMP-9 pathway destroyed blood-brain-barrier in autism mice via machine learning and bioinformatic analysis -... - July 12th, 2025 [July 12th, 2025]
- Interpretive prediction of hyperuricemia and gout patients via machine learning analysis of human gut microbiome - BMC Microbiology - July 10th, 2025 [July 10th, 2025]
- Machine learning-based identification of key factors and spatial heterogeneity analysis of urban flooding: a case study of the central urban area of... - July 10th, 2025 [July 10th, 2025]
- Developing machine learning frameworks to predict mechanical properties of ultra-high performance concrete mixed with various industrial byproducts -... - July 10th, 2025 [July 10th, 2025]
- Small Drones Market Trend Analysis and Forecast Report 2025-2034 | AI and Machine Learning Revolutionizing Autonomous Operations, Trade Tariffs Push... - July 10th, 2025 [July 10th, 2025]
- When a model touches millions: Hatim Kagalwala on accuracy accountability, and applied machine learning - Dataconomy - July 10th, 2025 [July 10th, 2025]
- New Study Uses Gait Data and Machine Learning for Early Detection of Anxiety and Depression - AZoSensors - July 10th, 2025 [July 10th, 2025]
- Machine Learning and the Evolution of Mobile Apps - CIO Applications - July 10th, 2025 [July 10th, 2025]
- Artificial Intelligence, Machine Learning, and Big Data in Thailand: Legal and Regulatory Developments 2025 - Lexology - July 10th, 2025 [July 10th, 2025]
- Karen Hao on how the AI boom became a new imperial frontier - Machine Learning Week 2025 - July 8th, 2025 [July 8th, 2025]
- Machine Learning and AI in Enhancing Image Analysis of 3D Samples - Drug Target Review - July 8th, 2025 [July 8th, 2025]
- Gartner Predicts Over 40% of Agentic AI Projects Will Be Canceled by End of 2027 - Machine Learning Week 2025 - July 8th, 2025 [July 8th, 2025]
- Explainable machine learning model for predicting the transarterial chemoembolization response and subtypes of hepatocellular carcinoma patients - BMC... - July 8th, 2025 [July 8th, 2025]
- Identification and validation of glucocorticoid receptor and programmed cell death-related genes in spinal cord injury using machine learning - Nature - July 8th, 2025 [July 8th, 2025]
- Multiclass leukemia cell classification using hybrid deep learning and machine learning with CNN-based feature extraction - Nature - July 6th, 2025 [July 6th, 2025]
- Predictive modeling and machine learning show poor performance of clinical, morphological, and hemodynamic parameters for small intracranial aneurysm... - July 6th, 2025 [July 6th, 2025]
- A robust machine learning approach to predicting remission and stratifying risk in rheumatoid arthritis patients treated with bDMARDs - Nature - July 6th, 2025 [July 6th, 2025]
- Ultrabroadband and band-selective thermal meta-emitters by machine learning - Nature - July 4th, 2025 [July 4th, 2025]
- Machine Learning is Surprisingly Good at Simulating the Universe - Universe Today - July 4th, 2025 [July 4th, 2025]
- Machine learning-assisted multi-dimensional transcriptomic analysis of cytoskeleton-related molecules and their relationship with prognosis in... - July 4th, 2025 [July 4th, 2025]
- Machine learning combined with multi-omics to identify immune-related LncRNA signature as biomarkers for predicting breast cancer prognosis - Nature - July 4th, 2025 [July 4th, 2025]
- Comprehensive machine learning analysis of PANoptosis signatures in multiple myeloma identifies prognostic and immunotherapy biomarkers - Nature - July 4th, 2025 [July 4th, 2025]
- Enhancing game outcome prediction in the Chinese basketball league through a machine learning framework based on performance data - Nature - July 4th, 2025 [July 4th, 2025]
- A novel double machine learning approach for detecting early breast cancer using advanced feature selection and dimensionality reduction techniques -... - July 4th, 2025 [July 4th, 2025]
- Machine learning for Parkinsons disease: a comprehensive review of datasets, algorithms, and challenges - Nature - July 4th, 2025 [July 4th, 2025]
- Cervical cancer prediction using machine learning models based on routine blood analysis - Nature - July 4th, 2025 [July 4th, 2025]
- Enhancing anomaly detection in IoT-driven factories using Logistic Boosting, Random Forest, and SVM: A comparative machine learning approach - Nature - July 4th, 2025 [July 4th, 2025]
- Predicting car accident severity in Northwest Ethiopia: a machine learning approach leveraging driver, environmental, and road conditions - Nature - July 4th, 2025 [July 4th, 2025]
- Sensormatic Solutions Adds Machine Learning to Shrink Analyzer - Ink World magazine - July 4th, 2025 [July 4th, 2025]
- Exploring the link between the ZJU index and sarcopenia in adults aged 2059 using NHANES and machine learning - Nature - July 4th, 2025 [July 4th, 2025]
- Combining multi-parametric MRI radiomics features with tumor abnormal protein to construct a machine learning-based predictive model for prostate... - July 2nd, 2025 [July 2nd, 2025]
- New insight into viscosity prediction of imidazolium-based ionic liquids and their mixtures with machine learning models - Nature - July 2nd, 2025 [July 2nd, 2025]
- Implementing partial least squares and machine learning regressive models for prediction of drug release in targeted drug delivery application -... - July 2nd, 2025 [July 2nd, 2025]
- Advanced analysis of defect clusters in nuclear reactors using machine learning techniques - Nature - July 2nd, 2025 [July 2nd, 2025]
- Machine learning analysis of kinematic movement features during functional tasks to discriminate chronic neck pain patients from asymptomatic controls... - July 2nd, 2025 [July 2nd, 2025]
- Enhanced machine learning models for predicting three-year mortality in Non-STEMI patients aged 75 and above - BMC Geriatrics - July 2nd, 2025 [July 2nd, 2025]
- Modeling seawater intrusion along the Alabama coastline using physical and machine learning models to evaluate the effects of multiscale natural and... - July 2nd, 2025 [July 2nd, 2025]
- A comprehensive study based on machine learning models for early identification Mycoplasma pneumoniae infection in segmental/lobar pneumonia - Nature - July 2nd, 2025 [July 2nd, 2025]
- Identifying ovarian cancer with machine learning DNA methylation pattern analysis - Nature - July 2nd, 2025 [July 2nd, 2025]
- High-isolation dual-band MIMO antenna for next-generation 5G wireless networks at 28/38 GHz with machine learning-based gain prediction - Nature - July 2nd, 2025 [July 2nd, 2025]
- Sony and AMD want to focus on machine learning for the PS6 - Instant Gaming News - July 2nd, 2025 [July 2nd, 2025]
- How Machine Learning is Reshaping the Future of Sports Betting? - London Daily News - July 2nd, 2025 [July 2nd, 2025]
- An interpretable machine learning model for predicting depression in middle-aged and elderly cancer patients in China: a study based on the CHARLS... - July 2nd, 2025 [July 2nd, 2025]
- These Eight Projects Showcase the Power of Machine Learning on the Edge - Hackster.io - June 29th, 2025 [June 29th, 2025]
- Build Custom AI Tools for Your AI Agents that Combine Machine Learning and Statistical Analysis - MarkTechPost - June 29th, 2025 [June 29th, 2025]
- Check out these essential tips and trends for SEO in 2025 as AI and machine learning loom large - EdTech Innovation Hub - June 29th, 2025 [June 29th, 2025]
- Using machine learning to predict the severity of salmonella infection - Open Access Government - June 28th, 2025 [June 28th, 2025]
- How AI and machine learning are transforming drug discovery - Pharmaceutical Technology - June 28th, 2025 [June 28th, 2025]