As of December 2025, TikTok’s advertising platform operates as a self-serve system, allowing Australian businesses to create and manage campaigns directly, or through approved agency partners. In 2026, the core mechanism remains auction-based, where advertisers bid for ad placements within users’ ‘For You’ feeds, and other designated areas.
Currently, TikTok Ads Manager now includes advanced targeting options beyond demographics and interests. These include Custom Audiences (using first-party data uploaded securely, compliant with Australian Privacy Principles), Lookalike Audiences, and behavioural targeting based on in-app actions. Several ad formats are available: In-Feed Ads (appearing natively in the ‘For You’ feed), TopView Ads (the first video seen upon opening the app), Brand Takeovers (full-screen ads), and Spark Ads (amplifying organic content). In 2026, TikTok has expanded Branded Effect options, allowing businesses to create custom filters and effects for user-generated content. The platform also integrates with several Australian e-commerce platforms for direct shopping via TikTok Shop ads. Cost-per-click (CPC), cost-per-mille (CPM), and cost-per-view (CPV) bidding options remain standard, with minimum daily budgets starting from AUD $20.
The TikTok advertising system functions by matching advertiser bids with user profiles and content relevance, delivering ads based on algorithmic predictions of engagement.
