This week: TikTok received another deadline extension for its US divestiture, Meta rolled out Opportunity Score to improve ad performance, Pinterest updated its discovery algorithms, Google introduced Privacy Sandbox alternatives to cookies, and Microsoft overhauled its advertising platform with improved reporting and Performance Max updates.
President Trump extended the deadline for TikTok's forced US divestiture for a third time. The current deadline was set to expire on June 19, but the extension comes amid ongoing high-stakes trade negotiations between the US and China.
The continuing uncertainty around TikTok's US future directly impacts media planning and campaign continuity. While the platform remains operational, advertisers should maintain contingency plans while continuing to leverage TikTok's strong performance and young user base during this extended grace period.
Meta launched Opportunity Score, a new AI-powered recommendation system that analyzes ad performance and provides actionable suggestions to improve results. The tool evaluates your campaigns against similar advertisers and identifies specific optimization opportunities.
This new feature gives advertisers clear, prioritized actions to enhance campaign performance without requiring advanced expertise. Enterprise advertisers can leverage these AI-powered insights to quickly identify optimization opportunities across their complex account structures and ensure maximum efficiency across their Meta ad spend.
Pinterest has updated its discovery algorithms with expanded relevance windows, enabling more users to discover content beyond their immediate search queries. The platform also introduced Trial Reels to help content reach expanded audiences.
These algorithm changes present a significant opportunity for advertisers to gain wider visibility beyond exact-match searches. Brands should adapt their Pinterest strategy to create content that appeals to broader interest categories and leverage Trial Reels to test content with new audience segments before committing to full campaigns.
As Google prepares to phase out third-party cookies, the Privacy Sandbox alternatives have received lukewarm industry response. The UK's Competition and Markets Authority (CMA) has begun the process of "releasing" Google from its Privacy Sandbox commitments, signaling reduced regulatory oversight.
The diminishing focus on Privacy Sandbox suggests advertisers should accelerate their first-party data strategies and explore alternative targeting solutions. With Google's cookie deprecation still moving forward but its replacement solution losing momentum, enterprise advertisers need to diversify their measurement and attribution approaches beyond Google's ecosystem.
Microsoft completely redesigned its Reporting homepage and launched a new Custom Report Builder while also updating Performance Max campaigns to follow standard auction dynamics when overlapping with Shopping campaigns. Additional improvements include expanded Shopify integration across more global markets.
These updates give enterprise advertisers more control, efficiency, and visibility within the Microsoft ad ecosystem. The reporting redesign enables faster access to key metrics, while the Performance Max changes allow for more strategic testing between campaign types. For multi-channel advertisers, the expanded Shopify integration provides streamlined management across additional markets.