Just Ad'ed November 03 - November 09

This week: Google rolled out major API upgrades and CTV measurement tools while also dropping several Search Console features, Meta expanded AI capabilities for app advertisers and launched new Instagram metrics, The Trade Desk and PubMatic are dismantling the deal ID system, TikTok expanded broadcast messaging access, and Reddit doubled down on its shopping insights capabilities.

GOOGLE TRANSFORMS AD PLATFORM WITH API UPGRADES AND CTV AUTOMATION

📈  What Happened?

Last week, Google rolled out a new "investment strategy" modeling tool in Google Ads that lets advertisers forecast potential gains from budget increases. The platform also expanded CTV capabilities with AI automation for live monetization and streamlined direct deal management.

🔍  SO WHAT?

For advertisers spending in the blind on CTV budgets, this is your chance to model upside before committing millions. The API upgrades mean you can finally break through the wall garden and connect Google's data to your real attribution systems. If you're running $5M+ in spend, these tools shift you from guessing to forecasting—but only if your team has the DATA DENSE foundations to use them properly.

META'S AI MODELS DELIVER MEASURABLE PERFORMANCE LIFT FOR APP ADVERTISERS

📈 What Happened? 

Meta announced last week that its evolving AI models are driving more valuable results specifically for app advertisers, with improved algorithmic recommendations and expanded reach capabilities across Facebook and Instagram properties.

🔍 SO WHAT?

This addresses the intent gap that's plagued Meta for years, lower purchase intent compared to Google Search. If Meta's AI can actually identify high-intent users earlier in the funnel, you might finally justify reallocating budget from search. But remember Zuck's law: validate everything against your back-end truth before celebrating the platform's self-reported wins. The real question is whether these AI improvements reduce Ad waste prediction or just make Meta better at claiming credit.

THE TRADE DESK AND PUBMATIC DISMANTLE THE DEAL ID SYSTEM

📈 What Happened?

The Trade Desk and PubMatic announced they're abandoning traditional deal ID-based advertising last week, with TTD reinforcing policies that label most SSPs as "resellers" and Magnite confirming it's "unbothered" by the changes.

🔍  SO WHAT?

This is the programmatic industry finally admitting what we all knew: deal IDs were built on handshake agreements, not technology. For advertisers managing millions in programmatic spend, this shift means throeing money into the wind just got a bit more... visible? The real winners here are platforms with direct publisher relationships. If you're still optimizing around PMPs, it's time to audit whether those deals deliver actual efficiency or just the illusion of control through platform pixel politics.

TIKTOK EXPANDS BROADCAST MESSAGING AS CREATOR ECONOMY MATURES

📈 What Happened?

TikTok expanded access to broadcast messaging for more creator profiles last week, while simultaneously launching new creator awards and shopping features to support American culture and events.

🔍 SO WHAT? 

This is TikTok's play for direct response at scale, giving creators tools to move followers through the funnel without leaving the app. For brands spending heavily on TikTok, broadcast messaging offers a new owned channel within the platform, reducing dependence on algorithm changes. The timing with expanded shopping features isn't coincidental; TikTok is building the infrastructure to keep users AND dollars inside its ecosystem. The question is whether your creative team can execute in this format or if you're still optimizing for 2023's best practices.

REDDIT DOUBLES DOWN ON SHOPPING INSIGHTS AS SEARCH BEHAVIOR SHIFTS

📈 What Happened?

Reddit released new data last week highlighting how consumer behaviors are evolving, positioning the platform as a key insight source for emerging shopping trends and community-driven research.

🔍 SO WHAT? 

This confirms what the data's been screaming: social and UGC are becoming trust engines powering search everywhere. When AI Overviews and ChatGPT cite Reddit threads in responses, Reddit effectively becomes part of your search strategy whether you're advertising there or not. For brands spending $5M+, ignoring Reddit isn't just missing a platform, it's missing the conversation that influences decisions across Google, AI search, and social channels. The real opportunity is understanding what Reddit reveals about intent gap issues on your other platforms.

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