Just Ad'ed June 30 - July 06

This week: Google introduced AI Max as a distinct search match type in reporting, Cloudflare moved to block AI crawlers by default, TikTok launched Brand Consideration Ads targeting purchase-stage users, Meta added Threads DM functionality, and Google Merchant Center rolled out automatic tax calculation for U.S. sellers.

GOOGLE ADS REVEALS AI MAX MATCH TYPE IN REPORTING

📈  What Happened?

Google Ads introduced AI Max as a distinct search match type in reporting dashboards, allowing advertisers to analyze performance data specifically attributed to AI Max targeting alongside traditional match types.

🔍  SO WHAT?

This truth vs platform truth upgrade gives marketers unprecedented visibility into how Google's AI-driven targeting performs compared to human-selected keywords. Advertisers can now make data-backed decisions about whether AI Max is improving efficiency or simply THROWING MONEY INTO THE WIND, helping teams optimize budget allocation in an increasingly automated ecosystem.

CLOUDFLARE BLOCKS AI CRAWLERS BY DEFAULT, LAUNCHES PAY PER CRAWL

📈 What Happened? 

Cloudflare announced it will block AI crawlers from accessing content by default for all new sites, while introducing more granular controls for site owners and a new "Pay Per Crawl" initiative to compensate publishers when AI companies access their content.

🔍 SO WHAT?

This breaking through the walled garden moment gives publishers unprecedented control over how AI systems use their content, potentially disrupting how AI models train and generate responses. With Cloudflare powering roughly 20% of the internet, advertisers should monitor how this shift affects AI tools that support campaign optimization and content creation, while publishers gain a potential new revenue stream.

TIKTOK RELEASES BRAND CONSIDERATION ADS

📈 What Happened?

TiktTok launched Brand Consideration Ads, a new ad format that enables advertisers to target users based specifically on where they are in the purchase cycle, focusing on users who have shown interest but haven't yet converted.

🔍  SO WHAT?

This middle funnel magic release helps advertisers more effectively target users in the consideration phase, bridging the gap between awareness and conversion campaigns. For brands investing heavily in TikTok, these ads create new opportunities to nurture potential customers with relevant messaging at the moment they're actively comparing options, potentially improving campaign efficiency by reducing wasted spend on users who aren't ready to buy.

META ADDS DEDICATED DM INBOX TO THREADS

📈 What Happened?

Meta rolled out a dedicated direct message inbox for all Threads users, creating a distinct messaging environment separate from Instagram DMs and advancing the platform's evolution as a standalone social network.

🔍 SO WHAT? 

This platform pixel politics upgrade creates potential new engagement channels for advertisers already active on Threads. As Meta continues to enhance Threads' functionality, brands should monitor how these messaging capabilities might evolve into advertising opportunities similar to Instagram DMs, potentially offering more direct communication with high-intent users and complementing existing Meta campaigns.

GOOGLE MERCHANT CENTER AUTOMATES TAX CALCULATION

📈 What Happened?

Google Merchant Center introduced automatic tax calculation for U.S. merchants as of July 1st, eliminating the need for manual tax setup and reducing a common source of product disapprovals.

🔍 SO WHAT? 

This data normalization problem fix removes a significant technical hurdle for retailers, especially those using dynamic shipping rates. By automatically calculating the correct sales tax based on the shopper's location during search, Google has eliminated a frequent cause of feed errors while simplifying campaign management for multi-state sellers. Merchants should verify other feed elements remain accurate while enjoying this streamlined process.

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