The plus era: Navigating Meta, Pinterest & TikTok’s similar sounding smart ad tools

Emily Lou • 15th May 2025

AI is a hot topic and one that we can’t (and shouldn’t) avoid when thinking of digital media. Nowhere is it more prevalent than when we come to the big paid social platforms, where continuous changes are being made to the likes of Meta Ads, TikTok Ads, and Pinterest Ads. As these platforms evolve and are investing more in AI, algorithms and targeting are getting smarter, faster, and more accessible to businesses.

As a result, this has manifested into AI-powered ad solutions, specifically a suite of tools for each platform that streamlines the ad creation process, with flashy new names that all includes a plus sign. So what are they? And how do they benefit advertisers?

Meta Advantage+: Automating Growth at Scale

Meta introduced AI to its Business Suite some time ago, but much like generative AI, it is perpetually updating, adding new features, and improving how campaigns are built based on their test results. Its current star is Advantage+, a suite of products which aims to maximise campaign performance. At its core, Advantage+ uses machine learning to automate audience targeting, creative placement, and budget allocation across Meta’s vast ecosystem. For e-commerce brands, the highlight is Advantage+ Shopping Campaigns, which promise better conversion rates by letting the algorithm determine who is most likely to buy and when. Advantage+ also enables advertisers to create a more streamlined structure which helps the account to get out of the learning phase faster, an important step for successful account performance.

Pinterest Performance+: Tapping Into Intent with Precision

Pinterest, long known as a visual discovery engine, has carved out a unique space in performance advertising with Performance+. This AI-powered ad solution is designed to help advertisers capitalise on user intent, which is particularly strong on Pinterest as users come to the platform looking for inspiration and planning purchases. Performance+ uses machine learning to optimise campaigns for specific objectives and automates aspects such as bidding, targeting, and the creative mix.

The platform’s AI also leverages Pinterest’s deep understanding of user behaviour and search trends, allowing brands to connect with potential customers at critical decision-making moments. With more than half a billion pinners browsing the platform for the next new brand or product, having Pinterest on your digital media plan, opens your brand up to more and new in-market users.

TikTok’s Smart+: Driving Discovery Through Entertainment

TikTok is leveraging their own AI-powered ad solutions through Smart+. As part of TikTok Ads Manager, Smart+ campaigns uses machine learning to optimise ad delivery, targeting, and creative variations based on real-time user engagement data. What sets TikTok’s approach apart is its focus on discovery through entertainment. Ads are blended seamlessly into the For You feed, and Smart+ ensures they reach users who are most likely to engage based on their interests and viewing habits. For brands, this means tapping into TikTok’s cultural zeitgeist while letting AI refine campaign performance dynamically.

When it comes to Smart+ campaigns, there are different types of campaigns geared to help you meet your business goal, but all share the benefit of better performance and driving efficiency. TikTok has also been developing their AI offering for creative solutions to help advertisers create content at scale for ads. With TikTok, arguably, requiring a higher creative volume than other platforms, it’s an exciting development and opens up for advertisers looking to test TikTok.

The Bigger Picture: AI-Powered Ads as the New Standard in Self-Serve Advertising

Meta, Pinterest & TikTok turning to Advantage+, Performance+, and Smart+ products signals a major shift in digital advertising as AI-powered solutions are becoming the backbone of self-serve platforms. While these innovations offer powerful ways to drive lower-funnel performance quickly, the constant updates and changes demand ongoing testing and adaptation.

That’s where Lane Media comes in. As a trusted partner, we stay at the forefront of AI advertising advancements to ensure our clients are always one step ahead. We understand that every business is unique, so we tailor campaign structures to align with specific goals, driving both efficiency and results. By embracing AI tools early and strategically, we position our clients to thrive in a rapidly evolving digital landscape.