Paid Media News (Week 32)
AI Max migration and new commerce ad formats move into view
Campaign migrations and expanding shopping inventory gave advertisers two jobs: protect existing setups and evaluate where a new test could be useful.
A digest of the original edition. Updates and availability reflect what was reported at the time.
Search campaigns migrate to AI Max from 1 September
Google emailed advertisers that Search campaigns using Automatically Created Assets or campaign-level broad match will be automatically upgraded to AI Max for Search starting 1 September 2026. Affected campaigns gain search term matching and asset optimisation under AI Max's umbrella, and the timing gives holiday-season accounts under a month to react.
Read this update in detail →Customer acquisition gains a "Report on new customers acquired" option
The new customer acquisition setting now offers a third option: report on acquired customers without changing your bidding. Previously, the new-versus-existing customer split required selecting a bid-higher or new-customers-only mode.
Read this update in detail →Phone call conversions gain a "View call report" link
The conversions interface now links directly to a call report from phone call conversion actions. Call performance detail sits one click from the conversion summary.
Read this update in detail →The Leads section starts appearing in accounts
The Leads interface under Goals, Conversions, is now showing for some advertisers, listing every lead from Google-hosted lead sources. This continues the announcement covered in Week 29.
Read this update in detail →Google offers free ad credits to current advertisers
Google Ads is offering free ad credits to existing advertisers to increase their budgets, not just new accounts. For you, this means incremental budget may be sitting in your notifications, so check eligibility before dismissing promotional banners.
Read this update in detail →LSA policies become "requirements" as PMax guides arrive
Google renamed the Local Services platform policies document to Local Services Ads requirements, and published guides explaining how to set up, target, and optimise Performance Max campaigns with pay-per-lead goals. Both continue the migration covered in Weeks 30 and 31.
Read this update in detail →A "Deal Ends" annotation appears as an experiment
Google Merchant Centre product listing ads show a new experimental annotation named Deal Ends. Time-limited urgency reaches Shopping surfaces natively.
Read this update in detail →Free email addresses face a block on sensitive account changes
Google Ads is piloting a restriction that stops users on free email addresses, such as Gmail or Yahoo, from making sensitive account changes. It follows the Passkey requirement covered in Week 31 as part of a broader security tightening.
Read this update in detail →The Government documents policy updates on 5 October
Google will update its Government documents and services policy on 5 October 2026, requiring advertisers to prove explicit government authorisation before promoting government documents. For you, this means unauthorised resellers lose the category, so gather authorisation evidence before the date.
Read this update in detail →The Google Ads API pilots secure access controls
Google announced a pilot for more secure Google Ads API access on its developer blog. The pilot lets advertisers restrict sensitive API actions to approved applications only, adding a security layer over integrations.
Read this update in detail →While-viewing video ads take half the screen on YouTube mobile
A new ad format appears while a video plays on mobile in horizontal mode, occupying half the screen: the opposite of a Pause Ad. YouTube is also testing image ads in horizontal mobile playback.
Read this update in detail →"Strongest match" and "Strong match" badges go live on Search ads
The ad-quality badges announced in mid-June are now serving, first discovered live by Sachin Patel and replicated by others. The badges use existing ad quality and relevance signals to label how well an ad matches the query.
Read this update in detail →Keyword-rich anchor text links appear in ad descriptions
Google Ads is testing hyperlinked, keyword-rich anchor text inside sponsored ad descriptions. Clickable phrases within the copy deep-link beyond the headline URL.
Read this update in detail →Ads Decoded: Ginny Marvin answers questions on the 17 August bidding update
Google's Ads Liaison posted a video Q&A addressing advertiser concerns about the 17 August bidding changes first covered in Week 25. For you, this means official answers on the most debated change of the summer, so watch it before the update lands.
Read this update in detail →Ad Strength shows no correlation with CPA across 3,900 ads
An analysis of 3,900 Google ads across 65 accounts found Ad Strength does not correlate with CPA. The grade reflects headline volume, keyword relevance, asset uniqueness, and pinning rather than performance.
Read this update in detail →Product feed carousels go live
ChatGPT's product feed ads carousel unit is live, showing multiple products in a single large ad, with dynamic URL parameters and a broader release-notes package covering feed campaigns, conversion optimisation, and a pixel. For you, this means ecommerce ads in ChatGPT now mirror shopping formats you know, so prepare product feeds for the channel.
Read this update in detail →ChatGPT Ads expand to Brazil and Mexico
OpenAI officially expanded ChatGPT Ads to Mexico and Brazil after months of testing, per Business Insider reporting and local sightings. For you, this means Latin American inventory opens, so plan tests if those markets matter to you.
Read this update in detail →A descriptive heading appears above ChatGPT ads
ChatGPT is testing a descriptive heading directly above the ad unit in results, similar to what Google's AI Mode already shows. For you, this means ad labelling and framing in AI answers keep evolving, so track how the heading affects engagement once it reaches your ads.
Read this update in detail →Ads answer 73.6% of shopping questions, logging shows
A monitoring project logged ChatGPT's ad payload across shopping queries: 54,899 placements from 1,844 advertisers, with 73.6% of questions returning an ad in the answer. Separately, 2,882 UK advertisers ran ChatGPT Ads in July.
Read this update in detail →The first academic study of ChatGPT Ads is out
"The Beginning of ChatGPT Ads", to be published at AAAI/ACM AIES 2026, examines OpenAI's early advertising rollout from a computers-and-society perspective. For you, this means independent scrutiny of the new channel begins, so read it for a view beyond platform messaging.
Read this update in detail →Performance Max gains placement and age exclusions
Microsoft Advertising is rolling out Audience ads placement exclusions within Performance Max, alongside age exclusions and age and gender targeting. Controls advertisers had on Google's PMax arrive on Microsoft's.
Read this update in detail →An Ad Preview Hub arrives for Performance Max
The new Ad Preview Hub lets advertisers preview how eligible Performance Max ads may appear across devices and placements before approval. For you, this means creative sign-off gets easier on Microsoft, so use the hub to catch rendering issues pre-launch.
Read this update in detail →Bulk editing arrives for disapproved assets
Microsoft Advertising now supports bulk editing and appealing of disapproved text and image assets, live in all accounts. For you, this means disapproval cleanup stops being one-by-one, so clear backlogs in a single pass.
Read this update in detail →Microsoft Advertising launches a monthly product newsletter
Microsoft Advertising published the first edition of a monthly product newsletter on 4 August, consolidating feature announcements in one place. For you, this means Microsoft's release notes get a predictable rhythm, so subscribe to track the platform without hunting.
Read this update in detail →Experiment: Bing free listings only appeared after ads were enabled
Brodie Clark ran a Bing product feeds experiment in which free listings only began showing after ads were enabled. He highlights Bing feeds' growing importance as grounding data for LLMs, including ChatGPT.
Read this update in detail →A GA4 change inflates Direct revenue from 2 August
Multiple unrelated GA4 properties show Direct suddenly gaining revenue from 2 August, with consistent patterns suggesting an attribution bug rather than a tracking change. For you, this means channel revenue since 2 August may be misattributed, so annotate reports and hold off on budget decisions built on Direct's jump.
Read this update in detail →Clarity splits AI citations into branded and non-branded
Microsoft Clarity's Citations dashboard adds segmentation and filters separating branded from non-branded queries, with branded labels in the interface. For you, this means AI visibility splits by brand demand versus discovery, so measure non-branded citations as your true reach.
Read this update in detail →Conversational Analytics lands in Looker Studio in preview
Google added Conversational Analytics inside Looker Studio, carrying a preview badge and available on the free tier. Questions in plain language return analysis of connected data.
Read this update in detail →HubSpot adds a maximum limit on Marketing Contacts
From 14 August, HubSpot lets you set a max limit on Marketing Contacts, ending the silent auto-upgrades triggered when contact counts passed your tier. For you, this means billing surprises become preventable, so set the cap before your next contact sync.
Read this update in detail →Meta rebuilds lead quality optimisation around Sequenced Events
Meta is replacing Conversion Leads with Qualified Leads for campaigns using website forms, and the change is functional, not cosmetic. Selecting Maximize number of qualified leads now requires a sequence of two events: an initial Lead, such as a form submission, followed by a higher-value final event: with the ad credited only when both occur in order.
Read this update in detail →Meta ships seven Ads Manager updates in one week
Meta rolled out a bundle of changes across bidding, measurement, forms, and payments. For you, this means value-based bidding and lead quality both gain precision, so review which of these touch your setups.
Read this update in detail →Campaign tree gains status dots with inline pause controls
Meta's campaign, ad set, and ad tree now shows a status dot at each level, with the ability to activate or pause directly from the structure. For you, this means faster housekeeping without opening each level, so use the tree for quick status sweeps.
Read this update in detail →Sponsored Products expand beyond Amazon
Amazon extended Sponsored Products placements to premium third-party websites, apps, and select social platforms, including distribution through creators, using existing campaign settings, bids, and budgets. The rollout covers the US, Canada, and other launch markets.
Read this update in detail →A dedicated Ad Groups tab arrives in Amazon Ads
Amazon Ads introduced a dedicated Ad Groups tab that brings ad groups from Sponsored Products, Sponsored Brands, Sponsored Display, and Multimedia Solutions into a single centralised view. The interface currently appears on UK accounts, with a broader marketplace rollout expected.
Read this update in detail →Subscribe & Save reporting adds retention tiers
Sellers can now see Subscribe & Save sales broken down by completed deliveries, including three, four, and five-plus delivery tiers rather than just active versus cancelled. For you, this means subscriber retention becomes measurable, so price and promote against actual repeat behaviour.
Read this update in detail →Amazon Ads adds invoicing and seller balance payments in the US
US advertisers can now pay by invoicing or seller account balance alongside credit cards. For you, this means ad spend can come out of marketplace proceeds, so align payment routing with your cash-flow preference.
Read this update in detail →The new Seller Central becomes mandatory and irreversible
Amazon is rolling the new Seller Central to all users, with no option to revert once the transition completes and no timeline warning beforehand. For you, this means the old interface can disappear any day, so retrain teams and update SOPs now.
Read this update in detail →The EU Right to Repair Directive applies to Amazon orders from 31 July
The directive took effect on 31 July and applies to every EU Amazon order from that date, amending the Sale of Goods framework consumers already rely on. For you, this means repair obligations attach to EU sales, so review your policies for covered product categories.
Read this update in detail →TikTok joins Amazon and Walmart in third-party fulfilment
TikTok now offers warehousing and 3PL fulfilment, letting sellers store inventory and fulfil orders across multiple sales channels. For you, this means TikTok Shop logistics mature toward marketplace standards, so compare its fulfilment economics before peak season.
Read this update in detail →Guide: the correct Amazon Net PPM definition
Even Amazon gets its own Net PPM definition confused, and Martin Heubel's explainer sets out the correct calculation for vendors. For you, this means margin negotiations rest on the right formula, so align your team on the definition before annual talks.
Read this update in detail →Nielsen moves to acquire DoubleVerify
Nielsen announced it will acquire DoubleVerify for $2.15bn, taking the largest independent verification vendor off the stock market and combining audience measurement with ad verification in one company. For you, this means measurement and verification consolidate under one vendor, so watch pricing and neutrality questions as the deal progresses.
Read this update in detail →Amazon's Q2 passes $200bn with essentials quietly leading
Amazon's Q2 results crossed the $200bn headline, with the everyday essentials business and same-day grocery pointing at where healthcare and consumables ecommerce is heading. For you, this means Amazon's growth is shifting toward high-frequency categories, so weigh essentials adjacency in your retail strategy.
Read this update in detail →Uber Advertising passes a $2.5bn run-rate
Uber's advertising business added $1bn to its annualised run-rate in about fifteen months, growing from $1.5bn in May 2025 to more than $2.5bn. For you, this means ride and delivery surfaces are becoming a real retail-media contender, so evaluate Uber's formats where location intent fits.
Read this update in detail →Sergey Brin reportedly takes direct oversight of Gemini
Google is restructuring its AI leadership with co-founder Sergey Brin reportedly overseeing Gemini directly as the company chases OpenAI and Anthropic. For you, this means Google's AI cadence may accelerate further, so expect faster Gemini-driven changes across ads surfaces.
Read this update in detail →Ask Maps brings conversational local search to Google Maps
Ask Maps lets users query Google Maps conversationally, described by analysts as the strongest local UI change of the AI era and a product that keeps local queries inside Google's ecosystem. For you, this means local discovery shifts further into AI dialogue, so keep business profiles complete as answers draw on them.
Read this update in detail →Teads sues Google over 6.88 trillion diverted impressions
Teads filed an 85-page antitrust complaint against Google in the Southern District of New York on 3 August, seeking treble damages over 6.88 trillion impressions it says were diverted from rival exchanges via Dynamic Allocation, Last Look, and Project Bernanke. In the same SEC filing, Teads warned Google could retaliate by cutting its revenue: an unusually candid dependency disclosure.
Read this update in detail →A UK tribunal certifies a £5bn opt-out claim over search ad prices
The Competition Appeal Tribunal certified a collective claim worth up to £5bn against Google, covering advertisers who bought UK search ads between 2011 and 2025. The case is opt-out: every qualifying UK advertiser is in the class by default.
Read this update in detail →The EU AI Office gains daily penalties of up to 5% of worldwide turnover
The AI Office can now levy penalties of up to 5% of average daily worldwide turnover, per day, against systemic AI providers including Google and Meta, as the AI Act's general-purpose model obligations harden. This continues the enforcement start covered in Week 31.
Read this update in detail →Two US rulings constrain algorithmic feeds for minors
A New Mexico judge ordered Meta to pay $567m and imposed a 90-hour monthly usage ceiling for under-18 accounts, while a California federal judge ruled minors' algorithmic feeds are not protected speech, letting a law default teen feeds to one hour of chronological content proceed, with age verification due 1 January 2027. For you, this means teen reach on US social faces court-imposed ceilings, so model both rulings into plans that assume unconstrained distribution to younger audiences.
Read this update in detail →A German court rules pre-contact lead scoring unlawful
A solar company lost its GDPR challenge over Schufa credit checks run on prospects before any site visit, with the court holding that scoring leads through a credit bureau before first commercial contact lacked a lawful basis. For you, this means ordinary lead-gen funnels that pipe form fills into third-party scoring now have a precedent against them, so review your European scoring flows.
Read this update in detail →Claude Code makes Auto mode the default from 14 August
New Claude Code sessions on Pro, Max, and Team plans will run in Auto mode from 14 August, routing every action through a safety classifier instead of asking approval per command. For you, this means agentic coding gets faster with guardrails shifting to the classifier, so review the setting if your workflows need manual approval.
Read this update in detail →Claude Code adds self-hosted environments in public beta
Self-hosted environments let Claude Code sessions run on your own infrastructure, started from web, mobile, desktop, or a routine, next to internal services and security controls. For you, this means agentic coding can stay inside your network boundary, so evaluate it where compliance blocked cloud sessions.
Read this update in detail →The advertiser takeaway
Document campaign settings before a migration. For commerce experiments, agree on product eligibility, placement reporting and success criteria before comparing results with established campaigns.
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Every update from this edition is linked above. Explore the original newsletter for its full context, contributor credits and reporting links.
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