This week: Google launched ads in AI Mode and unveiled URL Inclusions for better ad content control, Microsoft revamped its policy enforcement with asset-level reviews, Retail Media Networks faced questions about transparency and incrementality, Pinterest introduced new visual search features, and LinkedIn added content formatting options to boost engagement.
Google confirmed it has begun rolling out ads in AI Mode, marking the first monetization of its next-generation search experience. Liz Reid, Google's head of Search, noted that AI Mode queries are typically 2-3 times longer than traditional searches, potentially offering more context and intent signals.
For advertisers managing substantial budgets, this represents both opportunity and uncertainty. The deeper intent signals from longer queries could lead to more relevant ad placements and potentially higher-quality traffic, though initial performance remains unpredictable. Brands should begin testing AI Mode targeting to understand how this emerging placement influences campaign performance while the format is still developing.
Microsoft Advertising implemented a significant change to its policy enforcement system, now reviewing individual ad assets (headlines, descriptions, images) separately instead of rejecting entire ads when violations occur. This approach allows campaigns to remain active as long as enough approved assets are still available.
This refinement substantially reduces campaign downtime and performance loss during policy reviews. Enterprise advertisers managing multiple campaigns across different markets can now make iterative improvements without risking full ad disapproval. The change creates a more forgiving environment for testing new messaging while maintaining delivery, though appeal processes at the asset level aren't yet available.
Retail Media Networks came under increased scrutiny as advertisers pushed for greater transparency and proof of incremental value before the sector's perceived "bubble bursts." Industry experts highlighted the need for standardized measurement across platforms and better visibility into where ads appear and how they perform.
For major brands investing heavily in retail media, this marks a critical moment to demand better accountability from partners. Advertisers should prioritize retail media partners that provide clear incrementality measurement and transparent reporting on ad placements. With retail media consuming a growing portion of digital budgets, establishing ROI benchmarks and performance validation mechanisms should be an immediate priority.
Pinterest unveiled enhanced visual search features powered by AI, including new creator tools and improved discovery capabilities. The platform is evolving its search elements to better connect users with relevant content and products while enhancing opportunities for creator-driven engagement.
This development offers advertisers new opportunities to leverage Pinterest's visual commerce ecosystem. Brands with strong visual assets should explore how these enhanced features can improve discovery and engagement, particularly for products with strong visual appeal. The emphasis on creator tools also suggests potential for expanded influencer marketing integrations on the platform.
LinkedIn introduced new content formatting options designed to help posts stand out in users' feeds. The professional network is improving how native content appears, giving publishers and advertisers more control over presentation to boost engagement and visibility.
These enhancements provide B2B marketers with more sophisticated tools to improve organic content performance and complement paid strategies. Advertisers should experiment with these formatting options to determine which drive the strongest engagement, potentially applying those learnings to paid creative development. For brands investing in LinkedIn's content ecosystem, these tools offer additional ways to differentiate messaging in an increasingly crowded feed.