Flexible Catalog Ads at Ad Level

One of the structural shifts in the Feb 2026 Upgraded Smart+ experience: catalog adoption moves from a campaign-type decision to an ad-level configuration ¹.

Before vs after

	Smart+ v1	Upgraded Smart+
Catalog decision lives at	Campaign type (Smart+ Catalog vs Smart+ Web / App)	Ad / asset-group
Ads per campaign	One format, one catalog scope	Many ads, each with own catalog binding or none
Mix catalog + non-catalog creative	No — requires two campaigns	Yes — in one campaign

Mechanics

Each ad in an upgraded Smart+ campaign functions like an asset group with ¹:

• Its own destination URL.
• Its own product set (if catalog mode is on).
• Up to 50 creative assets.

Per-ad control means one advertiser can promote both catalog-driven ads and brand videos within the same campaign, and TikTok's Smart+ model sees one consolidated signal stream.

Why TikTok did this

• Reduces campaign sprawl — one Smart+ campaign instead of two (catalog vs non-catalog).
• Consolidates learning signal — the Smart+ model has more data to optimise against.
• Simplifies budget management — one budget pool instead of two.

Sprinklr implication

Sprinklr's ad data model today distinguishes campaign type. To support this, catalog-adoption needs to live per ad (per asset group) rather than per campaign. Cross-link proposed-mvp-upgraded-smart-catalog-on-sprinklr for the concrete data-model changes.

Next

• Upgraded Smart+ overview
• Smart+ Catalog Ads (Website + App)
• Proposed MVP scope

References

1. About upgrades to Smart+ — TikTok Business Help Center(accessed Apr 21, 2026)