What's New in XMP for TikTok Smart+: Smarter Catalogs, Automated Budgeting, and Expanded Creative Capacity

TikTok's upgraded Smart+  brings AI-powered optimization to the campaign level. But for performance teams managing TikTok campaigns across dozens of accounts, unlocking that intelligence at scale can be operationally complex.

Building on its initial Smart+ integration, XMP by Mobvista—the cross-channel intelligent media buying platform—has introduced a new wave of enhancements designed to help teams move faster, scale smarter, and drive stronger performance. The updates focus on the operational layer that matters most: smarter catalog management for e-commerce and mini-series campaigns, automated budget control, and expanded creative asset limits.

Product Catalog Upgrade: Built for E-commerce and Mini-Series at Scale

For TikTok's upgraded Smart+ campaigns targeting website conversions, XMP has expanded its Product Catalog with focused support for two of the verticals where global advertisers are scaling fastest, e-commerce and mini series.

This update addresses familiar pain points for advertisers running multi-category or multi-account campaigns, such as switching between different catalogs, repeated catalog setup, and the operational drag of managing product libraries across markets.

Now, advertisers can access both e-commerce and short drama catalog types directly within XMP’s bulk campaign creation workflow. They can launch conversion-focused campaigns across multiple accounts at scale, without leaving the platform, creating a faster path from catalog setup to live TikTok campaigns.

Maximize Budget Efficiency with “Increase Budget by Goal"

Managing budget scaling manually can slow down campaign optimization and lead to missed traffic opportunities or inefficient overspending, especially for advertisers running performance campaigns at scale.

XMP now introduces “Increase Budget by Goal” for TikTok Smart+ campaigns, available for both Web and App campaigns. Within the Bid & Budget module, advertisers can enable Automatic Budget Increase and define campaign goals including conversion, clicks, landing-page view, and value.

Using live delivery data, campaign pacing, and traffic trend analysis, XMP automatically calculates and applies the additional budget needed to sustain or scale performance. This enables advertisers to respond faster to high-performing traffic opportunities without repeatedly monitoring and adjusting budgets manually.

More Creative Flexibility with Higher Asset Limits up to 50

Creative testing at scale often means juggling multiple ad groups, fragmented reporting, and slower iteration cycles. With TikTok raising the Smart+ asset group limit from 30 to 50, advertisers gain more room for A/B testing across formats, visual styles, hooks, and CTA strategies.

Paired with XMP's tag-based creative management and multi-dimensional reporting, advertisers can group creative variants under unified tags and compare performance across CTR, CVR, and video completion rate. This makes it easier to surface winning creative combinations and shorten optimization cycles.

Together, these updates reflect a clear direction, as TikTok Smart+ brings more intelligence to the campaign level, XMP helps advertisers turn that intelligence into scalable execution. XMP will continue to make TikTok buying more efficient, more automated, and easier to manage.