Just Ad'ed November 24 - November 30

This week: Meta rolled out AI-powered ad recommendations as the default while simultaneously launching premium strategy sessions for top tier subscribers, ChatGPT and Perplexity pushed deeper into AI-powered shopping experiences that could reshape product discovery, Google expanded Custom Segments capabilities (though details remain frustratingly vague) and introduced direct video uploads to Performance Max, YouTube unveiled AI-powered tools for Shorts creation and music generation, and Snapchat doubled down on Q5 opportunities while Meta's ad platform experienced its annual "Glitchmas" holiday chaos.

META DEPLOYS AI RECOMMENDATIONS AS DEFAULT WHILE LAUNCHING PREMIUM STRATEGY SESSIONS

📈  What Happened?

Meta pushed AI-powered recommendations as the default setting across more ad elements last week. Simultaneously, the platform launched one on one strategy sessions with Meta's team exclusively for advertisers paying for the top tier Meta Verified subscription package.

🔍  SO WHAT?

This is Meta consolidating control while creating a two tier service model. The AI defaults mean you're now opting out of automation rather than opting in... a fundamental shift in how the platform operates. Meanwhile, the premium strategy sessions signal that Meta knows its AI recommendations aren't solving everything. If you're spending millions, you need to decide: trust the AI defaults or pay premium prices for human oversight. There's no middle ground anymore.

CHATGPT AND PERPLEXITY LAUNCH AI SHOPPING TOOLS

📈 What Happened? 

ChatGPT and Perplexity both rolled out AI-powered shopping features last week, promising personalized product recommendations, smarter discovery, and faster paths to purchase. These tools analyze user intent to surface relevant products without traditional search queries.

🔍 SO WHAT?

The walls between search, discovery, and purchase are collapsing. Your products need to be machine readable now... not next quarter. If ChatGPT can't accurately interpret your product images, descriptions, and specifications, you're invisible in this new discovery layer. This isn't future planning. AI shopping tools are live. Your competitors are already optimizing for them. The question isn't whether to adapt... it's whether you're already too late.

YOUTUBE ROLLS OUT AI VIDEO GENERATION FOR SHORTS

📈 What Happened?

YouTube launched AI-powered tools that generate video content for Shorts, along with enhanced music features. The platform is making it dramatically easier to create video content without traditional production resources.

🔍  SO WHAT?

Video content creation just got democratized at scale. The barrier to entry for video advertising collapsed overnight. Your creative advantage isn't in production capability anymore... it's in strategic thinking and authentic brand voice. The robots can crunch out video variations. Your priority should be the strategic messaging and brand voice within those videos. If your current video strategy depends on outproducing competitors through higher production budgets, that competitive advantage has now been eliminated.

GOOGLE EXPANDS CUSTOM SEGMENTS (WITH ZERO CLARITY)

📈 What Happened?

Google issued a vague update about expanding Custom Segments capabilities under its Personalized Ads policy last week. The announcement raised more questions than answers, leaving advertisers uncertain about what's actually changing or when.

🔍 SO WHAT? 

Google has announced changes without providing specific details, leaving advertisers to interpret the implications. This communication pattern makes strategic planning difficult. Without clarity on what capabilities are being expanded or when they will be available, it's challenging to prepare effectively. The recommended approach is to document your current Custom Segments performance now so you can measure impact when these changes are implemented. Rather than waiting for additional clarity, proceed with baseline documentation.

META'S ANNUAL "GLITCHMAS" STRIKES DURING CRITICAL HOLIDAY SEASON

📈 What Happened?

Meta's ad platform experienced significant performance issues last week, continuing the annual "Glitchmas" tradition where the platform goes haywire during the crucial November-December advertising period. Multiple advertisers reported erratic performance, attribution problems, and unexplained budget fluctuations.

🔍 SO WHAT? 

This happens every year, yet Meta hasn't fixed it. If you're running significant holiday spend on Meta, you need backup attribution sources and cross-platform validation. You cannot trust Meta's reporting during this period. Period. Set up independent tracking now if you haven't already. Use tools that break through Meta's wall garden to verify what's actually happening. Because when your boss asks why performance tanked during the most important retail week of the year, "Glitchmas" isn't an acceptable answer.

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