Just Ad'ed July 21 - July 27

This week: Google rolled out Target Impression Share updates and Reddit cost import in GA4, Microsoft expanded Impression-Based Remarketing and launched Lifetime Budgets for Audience Ads, Meta announced new blocking tools for DMs, and TikTok partnered with MLS to stream live soccer matches.

GOOGLE ENHANCES TARGET IMPRESSION SHARE BIDDING WITH NEW UI ELEMENT

📈  What Happened?

Google Ads introduced a small but notable UI enhancement to Target Impression Share bidding, adding an icon next to the Optimization Score that displays quick recommendations when hovered over, like suggesting missing sitelinks without requiring navigation to the Recommendations tab.

🔍  SO WHAT?

This update helps advertisers identify and implement optimizations more efficiently, streamlining access to performance insights directly from the campaign view. While convenient, advertisers should still approach these automated recommendations with caution, as not all suggestions may align with specific campaign goals or strategies.

MICROSOFT EXPANDS IMPRESSION-BASED REMARKETING CAPABILITIES

📈 What Happened? 

Microsoft Advertising significantly expanded Impression-Based Remarketing by allowing advertisers to use up to 20 source campaigns/ad groups to build a single remarketing list, and enabling any campaign type to use these lists as long as at least one source is an Audience Ads campaign.

🔍 SO WHAT?

This enhancement gives advertisers much greater flexibility and scale for remarketing strategies, making it easier to build comprehensive audience lists and deploy them across different campaign types. The update creates opportunities for more sophisticated cross-channel targeting and allows Search campaigns to leverage impressions data from Audience campaigns, potentially improving campaign performance across the Microsoft Advertising ecosystem.

REDDIT ADS COST DATA NOW IMPORTABLE INTO GOOGLE ANALYTICS 4

📈 What Happened?

Google Analytics announced a new integration with Reddit Ads that allows advertisers to automatically import cost data into GA4, enabling unified cross-platform reporting alongside other channels. This complements GA4's other new lead generation reports and audience templates.

🔍  SO WHAT?

For advertisers investing in Reddit's growing ad platform, this integration eliminates manual data imports and provides clearer visibility into cross-platform performance. The ability to compare Reddit's cost efficiency directly against other channels within GA4 supports more informed budget allocation decisions and helps identify which platforms deliver the best ROI for specific audience segments.

META ADDS IMPROVED BLOCKING TOOLS IN DIRECT MESSAGES

📈 What Happened?

Meta announced the addition of easier blocking tools in direct messages across its platforms, along with additional informational cues to help users manage unwanted communications and improve overall platform safety.

🔍 SO WHAT? 

While primarily a user safety feature, this update has significant brand implications as it provides brands with better tools to manage their DM inbox, block spam or harassment, and create a healthier engagement environment. As more brands utilize Meta's messaging for customer service and sales, these features help maintain brand safety while reducing the resources needed to moderate unwanted communications.

TIKTOK PARTNERS WITH MLS TO LIVESTREAM SOCCER MATCHES

📈 What Happened?

TikTok secured rights to livestream four Major League Soccer matches this season, focusing specifically on games featuring soccer superstar Lionel Messi, marking a significant expansion of the platform's live sports content strategy.

🔍 SO WHAT? 

This partnership represents a major opportunity for advertisers targeting sports fans, particularly those looking to reach younger demographics that may not consume traditional broadcast sports media. As TikTok expands into live sports content, it creates new premium inventory for advertisers and signals the platform's ambition to compete with traditional media for live event audiences, potentially opening doors for innovative mid-stream ad formats.

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