Just Ad'Ed January 12 - January 18

This week: Google rolled out new Shopping features and AI-powered measurement tools while launching Gemini extensions for Search, Meta shifted priorities with Reality Labs cuts and new leadership appointments, Pinterest unveiled trend predictions and enhanced user controls, TikTok expanded AI creative tools for Shop listings, and industry leaders debated the courage gap in ad tech transparency.

GOOGLE SUPERCHARGES SHOPPING WITH AI AND FLEXIBLE PAYMENT OPTIONS

📈  What Happened?

Google announced major updates to its Shopping advertising ecosystem last week, introducing support for subscriptions, modern payment incentives, and localized offers. The updates also included expanded Gemini AI capabilities that automatically identify and compare relevant trends, plus new extensions coming to Search in AI Mode.

🔍  SO WHAT?

These changes give advertisers more flexibility to promote diverse business models beyond one-time purchases. The AI-powered trend analysis and Search extensions mean your products can surface in conversational contexts where users are researching, not just ready to buy. If you're running Shopping campaigns, this is your signal to test subscription offers and payment messaging you previously couldn't surface.

META CUTS REALITY LABS BUDGET AS METAVERSE VISION FADES

📈 What Happened? 

Meta instructed business divisions to slash expenditures by 10%, with Reality Labs, the unit responsible for metaverse development, facing significant cuts after reportedly losing $73 billion since its inception. Simultaneously, the company appointed multiple Trump-aligned Republicans to senior leadership positions and introduced new age verification methods to comply with Australian laws.

🔍 SO WHAT?

The metaverse is officially on life support, and Meta's betting big on AI instead. For advertisers, this means resources previously dedicated to VR/AR experiments are being redirected toward AI-powered targeting and creative tools. The leadership shifts also signal potential policy changes that could affect content moderation and brand safety standards. Watch this space closely.

PINTEREST POSITIONS ITSELF AS THE INTENTIONAL ALTERNATIVE

📈 What Happened?

Pinterest released its 2026 color trend predictions while rolling out new user controls that let people directly influence their Reels recommendations. The company's positioning itself as an alternative to "angst-inducing algorithms," emphasizing planning and inspiration over endless scrolling.

🔍  SO WHAT?

Pinterest users come with intent. They're planning, not just browsing. The new feedback controls mean the platform's algorithm will get better at surfacing relevant content, making your ad targeting more precise. If you're in lifestyle, home, fashion, or any planning-heavy vertical, Pinterest's differentiation from doom-scroll platforms creates a quality audience opportunity other platforms can't match.

TIKTOK EXPANDS AI CREATIVE TOOLS FOR SHOP ADVERTISERS

📈 What Happened?

TikTok introduced new AI-powered tools specifically designed to help sellers create and optimize Shop listings, including automated video generation and creative assistance features. The platform's pushing hard to streamline the path from product listing to performance creative.

🔍 SO WHAT? 

TikTok's lowering the barrier to entry for commerce advertising, but that means more competition in the feed. The AI tools solve the "I don't have video creative" problem that's kept many advertisers on the sidelines. If you've been hesitant about TikTok Shop because of creative production costs, these tools eliminate that excuse. Test them before your competitors flood the zone.

OPEN-SOURCE MMM TOOLS OFFER DISTINCT PATHS TO MEASUREMENT CLARITY

📈 What Happened?

Industry analysis revealed that open-source Marketing Mix Modeling tools, including Google's Meridian, Meta's Robyn, Spotify's Orbit, and Bolt's Prophet, now solve fundamentally different measurement problems, from budget optimization to forecasting and data preprocessing. These platforms have matured beyond basic attribution into specialized solutions.

🔍 SO WHAT? 

Throwing money into the wind on ad spend without clear attribution is finally becoming inexcusable. These free tools mean even mid-market advertisers can access enterprise-grade measurement. No more death by dashboard from visualization tools that don't drive decisions. The catch? You need to choose the right tool for your specific problem. Meridian excels at optimization, Robyn at cross-platform analysis, Orbit at preprocessing, and Prophet at forecasting. Pick wrong, and you'll solve yesterday's problems while your competitors solve tomorrow's.

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