Just Ad'ed August 12 - 16

This week: Meta's algorithm shake-up triggers ad cost spikes, publishers flock to Reddit amid a Google update-fueled traffic surge, AI fails to catch brand safety blind spots, TikTok simplifies in-app shopping with a new Amazon integration, and Google Ads API introduces immediate conversion adjustments for real-time campaign management.

Meta’s Algorithm Shake-Up: Why Your Ad Costs Are Spiking Today

📈 What Happened?

Meta has launched major algorithm updates, causing a temporary spike in CPMs. These updates include new features like Conversion Value Rules, Incremental Conversions, and improved third-party analytics integrations. The ad-targeting algorithms have also been enhanced for better cross-channel performance.

🔍 Why Does It Matter?

These updates aim to boost long-term ad performance, even if costs rise temporarily. Conversion Value Rules allow more strategic audience targeting, and Incremental Conversions offer clearer insights into your ad impact. Enhanced analytics help align Meta’s data with your overall strategy.

⚖️  What Should We Do? 

Monitor your CPMs and conversion rates closely. Use the new features to optimize your campaigns—target high-value audiences and track Incremental Conversions. Integrate Meta's analytics with your tools to keep your campaign performance on track. Consider consulting with experts to maximize these updates.

Publishers Flock to Reddit as Google Update Sparks Traffic Surge

📈 What Happened? 

Google’s Helpful Content Update in September 2023 led to a massive boost in Reddit’s search visibility, nearly tripling its monthly visitors. This surge in traffic has prompted publishers like Yahoo, Puck, and The New York Times to create or revamp their Reddit accounts to tap into this growing audience.

🔍 Why Does It Matter?

As social referrals from Facebook decline, publishers are turning to Reddit as a new source of audience engagement. The increase in Reddit's visibility presents a valuable opportunity for publishers to reach a broader audience, build brand affinity, and drive traffic. Reddit's new tools, like the simplified AMA feature and improved embed product, make it easier for publishers to connect with users.

⚖️  What Should We Do?

Publishers should consider boosting their presence on Reddit to take advantage of the increased traffic. Creating or revitalizing Reddit accounts can help engage with communities that are already discussing relevant content. Utilizing Reddit’s new tools, like the AMA feature and analytics dashboard, can further enhance engagement and audience interaction. Diversifying traffic sources by incorporating Reddit can help offset declines from other platforms like Facebook.

The Brand Safety Blind Spot: What AI Isn’t Catching

📈 What Happened?

A new report from Adalytics reveals that hundreds of brands have been placed next to unsafe content on user-generated content (UGC) websites, despite using brand-safety technology from major providers like DoubleVerify and Integral Ad Science. The report raises concerns about the effectiveness of AI-driven brand safety tools.

🔍 Why Does It Matter? 

For advertisers spending millions on brand safety, this report questions whether AI tools are truly protecting their investments. The findings suggest that these tools may be over-promised and under-delivering, leading to potential reputational risks and wasted spend on ineffective technology.

⚖️  What Should We Do?

Advertisers should demand more transparency and comprehensive reporting from brand safety providers. It may be necessary to reevaluate the current reliance on AI tools and consider alternative or additional measures to ensure that ads are placed in safe and appropriate environments.

TikTok’s New Amazon Hookup: In-App Shopping Just Got Easier

📈 What Happened?

TikTok has partnered with Amazon to allow users to purchase products directly within the TikTok app, without needing to switch to Amazon’s platform. This new integration simplifies the shopping process by linking TikTok profiles to Amazon accounts, making it easier for users to buy products they see in their "For You" feed.

🔍 Why Does It Matter? 

This integration could streamline social commerce, making it more convenient for users to shop directly from their social feeds. However, social commerce in Western markets is still growing slowly compared to its success in China. TikTok hopes this partnership will accelerate the adoption of in-app shopping, but privacy concerns and user hesitation may slow progress.

⚖️  What Should We Do?

Brands and marketers should monitor how this integration impacts social commerce trends. Consider testing product ads on TikTok that leverage this new shopping feature to see if it drives more conversions. Keep an eye on user adoption and privacy concerns, and be ready to adapt strategies as in-app shopping evolves in Western markets.

No More Waiting: Google Ads API Now Allows Immediate Conversion Adjustments

📈  What Happened?

Google Ads API is streamlining the conversion adjustment process by eliminating the 24-hour wait time for uploads. Starting September 9, advertisers can upload conversion adjustments immediately after the initial conversion is recorded, making data management faster and more efficient.

🔍  Why Does It Matter?

This update removes a major friction point for advertisers, allowing for quicker data adjustments and potentially leading to more accurate campaign optimizations. By reducing the delay, advertisers can respond to data changes in near real-time, improving the effectiveness of their campaigns.

⚖️  What Should We Do?

Advertisers and API users should update their systems to remove any logic that enforces waiting periods for conversion adjustments. Additionally, they should modify their applications to account for the removal of certain error codes and adjust their metrics tracking to accommodate the new process. Preparing ahead of September 9 will ensure a smooth transition and maximize the benefits of this update.

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