TikTok Product Preview: What's new for brands in Q3 2026

What's new

Each quarter, TikTok Product Preview shares the latest tools and features to help brands grow on TikTok. In our third update of 2026, we're introducing new ways to maximize reach, scale performance, and simplify work across the campaign lifecycle. Highlights include high-impact branding solutions, AI-driven creative tools, expanded Pulse capabilities, and smarter automation across commerce, search, lead capture, and performance measurement.

Set #1: Helping brands maximize visibility and drive action

TopReach Max Reach

TopReach Max Reach is a new high-impact ad solution that combines TikTok's TopView and TopFeed placements into a single, streamlined buy, helping advertisers maximize unique reach among all users in their selected audience on a given day. Designed for major launches, tentpole moments, and broad awareness campaigns, it uses automated priority logic and supports age, gender, and interest targeting.¹

Learn more about TopReach: Blog

TopView self-serve

Advertisers can now book, manage, and launch TopView campaigns directly in TikTok Ads Manager. The new self-serve workflow allows advertisers to check real-time inventory, modify orders, and appeal creative rejections with one click, reducing manual back-and-forth and giving them greater control from setup through launch.²

TopView Geo Exclusion

TopView Geo Exclusion allows advertisers to run national campaigns while excluding up to 40% of sub-regions, such as states, cities, or designated geographic areas, depending on the market. This gives brands more control over where their impressions are delivered, helping them account for regional availability, blackout restrictions, and local promotions.³

TopView Traffic Optimization

TopView Traffic Optimization helps advertisers turn high-impact attention into action by prioritizing people more likely to click through to their website or TikTok Shop, while maintaining guaranteed reach. Advertisers can select Optimized Click during campaign setup to drive more high-quality traffic from their TopView campaigns.⁴

Learn more about TopView: Business Help Center

Set #2: Expanding creative supply for Smart+ Catalog Ads

Creative Upgrades

Creative Upgrades, formerly Creator+, is a redesigned experience for discovering, managing and refreshing creative in Smart+ Catalog Ads. It brings together top historical creatives with free, pre-approved trending TikTok videos and AI-generated assets, reducing the need for costly creative production. During setup, advertisers can review assets ranked by predicted performance and exclude any they don’t want to use. After launch, auto-add can introduce fresh creative to help reduce ad fatigue.

Catalog Image & Video Auto-Crawl

Catalog Image & Video Auto-Crawl expands an advertiser's creative pool by finding eligible product images and videos on their public landing pages, with no manual uploads required. Once enabled, built-in filters identify product-relevant assets and make them available for delivery, giving Smart+ Catalog Ads a broader mix of creative to optimize performance.

Google Analytics Integration

TikTok now enables seamless third-party partner integrations for Sales Campaigns, starting with Google Analytics. This connection provides richer, more comprehensive signals to refine campaign strategy and boost conversions from high-intent users. Beyond driving measurable performance lift, the integration unlocks enhanced reporting tools to help advertisers reconcile cross-platform performance differences and access diagnostics to optimize tracking links.

Learn more about Smart+ Catalog Ads: Blog | Business Help Center

Set #3: Giving sellers more ways to grow with GMV Max

GMV Max Pro

GMV Max Pro is the next evolution of GMV Max, expanding optimization beyond ad spend to include coupons, affiliate costs, and platform commissions. By factoring these business costs alongside media, it moves optimization beyond top-line GMV and closer to how sellers actually manage their businesses. This gives sellers more levers to balance costs, make smarter trade-offs, and scale with a more complete view of ROI.⁵

Seller Scale Up

Seller Scale Up is an accessible version of GMV Max that helps merchants with smaller budgets optimize over a seven-day cycle. Sellers select their products and set a seven-day budget. The system then dynamically shifts funds between ad spend and coupons throughout the cycle. The longer observation window gives the model more time to optimize, helping maximize GMV while working toward the seller's ROI goal with less day-to-day management.

GMV Max best practices and incentives

For the first time, advertisers can see the overall health status of their campaigns directly in TikTok Ads Manager. Each campaign is labeled Good, Fair, or Poor, with clickable details explaining the factors impacting the rating. Ads Manager then provides clear guidance on how to improve campaign health, updating the status as changes are made and helping advertisers qualify for available coupons and incentives.

Creative Excellence

Creative Excellence is a set of creative capabilities that helps merchants expand the assets available to GMV Max through shoppable carousel ads and auto-generated product videos. Carousels provide a low-lift way to showcase products from across a merchant's catalog, while the auto-generate option creates product videos directly in GMV Max using TikTok Symphony. Together, these formats help diversify creative without requiring additional production.

Learn more about GMV Max: Blog | Business Help Center

Set #4: Expanding precision and control with TikTok Pulse

Pulse Custom Lineups available in Canada

Pulse Custom Lineups is now generally available in Canada, giving more advertisers access to AI-powered, brand-suitable content lineups tailored to specific marketing needs. Advertisers can place ads alongside the top 4% of trending TikTok content that aligns with specific audiences, interests, or tentpole moments, creating more precise contextual adjacency.

Pulse Custom self-serve

Pulse Custom Lineups self-serve will enter open beta in the US and Canada in Q3, allowing advertisers to build and book AI-powered Custom Lineups directly in TikTok Ads Manager. Within a single workflow, advertisers can explore lineup suggestions; search content topics; preview sample videos; review impression, CPM, and reach estimates; and book campaigns themselves.

Pulse Mentions fully launched in the US and Canada

Pulse Mentions is entering general availability in the US and Canada, giving all advertisers broader access to ad adjacency alongside verified organic TikTok content about their brand, products, category, or competitors.

Learn more about Pulse Suite: Blog | Business Help Center

Set #5: Streamlining TikTok-first creative discovery and production with AI

Symphony Agent

Symphony Agent is an AI-powered creative partner built into Symphony Creative Studio. Through a guided, prompt-based workflow, it turns brand and campaign details into a cohesive brief and TikTok-ready ad. Powered by TikTok's AI ecosystem, Symphony Agent brings together current TikTok trends, top-performing ad insights, and Symphony creative tools to help advertisers move from idea to video faster and create more timely, relevant content.

Learn more about Symphony Agent: Blog | Business Help Center

Symphony Avatar

With the upgraded Avatar experience in Symphony Creative Studio, advertisers can now create more expressive, on-brand UGC-style content that narrates, demonstrates, and showcases products with less production lift. The update brings voiceover, product demos, and virtual try-on into one workflow, making it easier to adapt creative across products, formats, and campaign goals without new shoots or reshoots.

Learn more about Symphony Creative Studio: Blog | Business Help Center

Set #6: Building the foundation for AI-powered campaign management

Agentic Hub

TikTok Agentic Hub is a centralized destination for building AI agents that support campaign management. The Hub features TikTok Ads Model Context Protocol (MCP), a new interface for building agents directly on TikTok Ads Manager, alongside ready-to-use TikTok and third-party Skills. These Skills equip agents with specific workflow capabilities, including reporting, audience discovery, budget optimization, and administrative tasks, giving advertisers more personalized support, flexibility, and control.

Learn more about Agentic Hub: Blog | Business Help Center

Set #7: Bringing controllable automation to Search Ads

Smart+ Search Ads

Smart+ is expanding to Search Ads Campaign, bringing the benefits of controllable automation, including efficient workflows, creative flexibility, and automation, and enhanced reporting, all while keeping the essential search tools you rely on.

Learn more about Search Ads: Blog | Business Help Center

Set #8: Enhancing lead capture and creative rotation for Lead Generation

Auto-Selection for Lead Generation

Auto-Selection is now available for Lead Generation campaigns, alongside Sales and Growth Max objectives. Integrated directly into campaign setup, Auto-Selection mitigates creative fatigue by automatically sourcing, testing, and scaling top-performing assets from brand uploads, creator content, and AI-generated content. With Custom Selection controls, advertisers can easily add, exclude, or use automated recommendations to drive stronger lead performance while keeping full control over campaign inputs.

Learn more about Lead Generation campaigns: Business Help Center

Notes on availability:

1. TopReach Max Reach is currently available via allowlist in select regions.

2. Starting in Q3, TopView self-serve is available in select markets via advertiser allowlisting and requires an Advertising Purchase Agreement.

3. TopView Geo Exclusion is available globally via allowlist.

4. TopView Traffic Optimization is available via allowlist, with TikTok Shop destinations supported in all Shop-enabled countries.

5. GMV Max not available in Canada.