Is machine learning the future of performance campaigns?

Last week TikTok announced Smart Performance Campaigns at its TikTok World Event, an ad product that uses machine learning to “run performance campaigns at scale, while reducing the number of manual steps to drive results.” TikTok said that Smart Performance Campaigns outperformed manually set up campaigns by 80% in early tests. Impressive numbers to say the least, but we’ve seen time and time again that manually controlled campaigns run by actual humans are still key to results on the platforms.

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