Paid Media News (Week 36)
AI Mode tests, new measurement controls and the week’s advertising updates
The 31 August to 6 September edition brings together 69 updates. Each summary links to its own page, with sources, contributor credits and practical checks. Tests, previews and scheduled changes are labelled separately from available releases.
A digest of the original edition. Updates and availability reflect what was reported at the time.
Google tests exact and phrase match Search ads in AI Mode
Google is running a small experiment that allows exact- and phrase-match keywords from regular Search campaigns to serve text ads in AI Mode, following tests reported by Anthony Higman. Google’s Ginny Marvin says eligibility is limited to explicit, direct intent; AI Max and Performance Max still support more complex conversational intent and additional formats.
Read this update in detail →Waze ads expand to 42 countries through Performance Max
Google’s updated documentation lists Waze advertising in 42 countries, expanding availability beyond the US to markets including the UK, France, Germany, Canada and Australia. Branded pins are available through eligible Performance Max campaigns for store goals, with the relevant location and conversion setup.
Read this update in detail →Asset Studio can prefill Performance Max asset groups
Google has documented a way to prefill Performance Max asset groups with material generated in Asset Studio, including headlines, descriptions, images and videos. Advertisers can reuse assets from a recent project when creating campaigns, reducing the amount of content that needs to be transferred manually.
Read this update in detail →Google clarifies keyword priority for the move to AI Max.
Google’s AI Max guidance now explains that broad keywords lose the special exact-match priority associated with the campaign-level broad match setting when that setting is disabled, or the campaign moves to AI Max. To retain exact-match priority, Google recommends adding exact copies; converting existing broad keywords instead removes their historical keyword statistics.
Read this update in detail →Google documents automated promotion assets for Search and Performance Max
Google Ads can extract current offers from landing pages and attach automated promotion assets to eligible Search and Performance Max campaigns with location assets. Campaigns already using manual promotions are excluded, and each extracted offer remains eligible for less than 24 hours before it must be verified again.
Read this update in detail →Hotel Ads guidance adds targeting at the country level
Google’s updated location guidance allows Hotel Ads campaigns to target or exclude areas within a country, including regions, states, cities and postal codes where supported. Radius targeting remains unavailable, so the documented expansion gives hotel advertisers finer geographic selection without introducing distance-based targeting around a property.
Read this update in detail →Google renames payment settings to Postpay and Prepay.
Google Ads has replaced the labels Automatic payments"s and Manual payments " with " Postpay" and " Prepay " in billing guidance and on account screens. Postpay still charges advertising costs after they accrue, while Prepay deducts costs from funds added in advance; the change in terminology alone does not alter the charging arrangement.
Read this update in detail →Google acknowledges an LSA bug after reports of account disruption
Jack Hepp reported an unexplained disconnect between a Local Services Ads account and its Google Business Profile, as well as access issues. Responding to the discussion, Ginny Marvin confirmed that Google had identified a bug and was working on it, while saying it was unrelated to the LSA migration; the precise scope of that confirmation remained unclear.
Read this update in detail →Merchant Centre expands its AI performance insights to four more markets
Merchant Centre’s AI performance insights now cover Australia, Canada, India and New Zealand alongside the US, according to Google’s updated eligibility guidance. The reports concern product visibility in Google’s generative AI experiences and currently support English queries, rather than providing a new paid-media conversion report.
Read this update in detail →Eligible Shopify stores can activate Google Business Agent from their app
Google’s Business Agent setup now includes a route through the Google & YouTube app on Shopify, importing branding and support details for merchants to review before activation. The documented eligibility still requires a US-based ecommerce store, a verified Merchant Centre account, a claimed brand profile and at least 50 approved free listings.
Read this update in detail →Lookalike segments extend to Video brand campaigns
Google now documents Lookalike segments for Video brand campaigns and Demand Gen, using first-party seed lists to find people with similar characteristics. Advertisers can choose narrow, balanced or broad reach, and the combined seed lists must contain more than 100 active matched people to remain usable.
Read this update in detail →YouTube Creator Partnerships adds modelled reach metrics.
The Analytics tab in YouTube Creator Partnerships now includes estimated reach for linked creator videos, accounting for viewing across devices and people watching together. Google uses the same methodology as YouTube Analytics, but unique reach is limited to periods of up to 92 days and can only be segmented by week or month.
Read this update in detail →Google’s bumper-ad specification now states five to six seconds.
Google’s video-format documentation now describes bumper ads as non-skippable videos lasting between five and six seconds, replacing the earlier description of six seconds or shorter. The change was spotted on the help page, with no separate enforcement timetable for existing creative established.
Read this update in detail →YouTube adds audience controls for disclosed branded content.
YouTube is updating its branded-content disclosure label and adding manual age and location controls when creators declare paid promotion. TeamYouTube also says automated detection may apply missing disclosure labels to newly uploaded videos over the coming months, while creators remain responsible for their disclosures.
Read this update in detail →YouTube tests alternative local retailers for affiliate product tags.
YouTube is running a small shopping experiment that can show the same creator-tagged affiliate product from a different eligible local retailer. TeamYouTube says the test is intended to assess shopping performance and excludes product tags on videos where creators have enabled the Paid Product Placement setting.
Read this update in detail →A business-photo verification option appears in Google profiles
Ben Fisher shared a Google Business Profile verification screen offering “Submit a business photo”, with requirements for the business name on a permanent fixture and the storefront in one frame. Its novelty and rollout status remain unconfirmed, with another practitioner reporting prior experience of photo verification.
Read this update in detail →GA4 audience exports to Mailchimp appear in an early preview
Brais Calvo Vázquez shared an early look at a GA4-to-Mailchimp audience connection, describing daily audience updates and a requirement to enable user-provided data. His post describes forthcoming functionality; a general release date and full eligibility details have not been established.
Read this update in detail →Search ads test another AI-generated review-summary label
A reported Search ad test displays a “What customers love” summary drawn from store-rating reviews beneath the sponsored result. Sachi Patel's example follows an earlier “What people are saying” treatment; this is another observed presentation of review summaries rather than confirmation of a general launch.
Read this update in detail →Google tests collapsed sitelinks behind a count indicator
Arpan Banerjee spotted Google hiding extra ad assets behind a “+2” indicator, and Barry Schwartz independently reproduced the collapsed sitelink treatment. Expandable sitelinks have appeared in earlier tests, so the change concerns this presentation rather than the introduction of expandable assets themselves.
Read this update in detail →Google prompts advertisers to reapply historical ROAS targets.
Bia Camargo documented an “Apply target” recommendation inviting advertisers to restore a ROAS target after removing it ahead of Google’s bidding changes. The observation presents a suggested action based on previous performance, rather than evidence that Google automatically reinstates the target or that the recommendation applies to every account.
Read this update in detail →Google flags recommendations that advertisers have already dismissed
Julie Friedman Bacchini spotted a Google Ads notification reminding advertisers that a campaign still has dismissed recommendations. Google already documents that dismissed recommendations can return when a campaign remains eligible, so the newly reported detail is the reminder treatment rather than a new obligation to accept recommendations.
Read this update in detail →YouTube alcohol ad personalisation changes are scheduled for 30 October
Google will allow personalised alcohol advertising on YouTube from 30 October 2026 where local rules permit it, including alcohol-related products and alternative beverages. Egypt, India, Indonesia and Poland are excluded from this update, and restrictions involving minors and sensitive health information remain.
Read this update in detail →Correction: “Under Re-Review” is an existing Google Ads status
Week 35 described “Under Re-Review” as a newly surfaced Google Ads status, following Anthony Higman’s observation. Search Engine Roundtable has since updated its report to say Google confirmed the status is several years old, so the item should be treated as an observation of an existing feature.
Read this update in detail →Google updates developer policies for direct, identifiable integrations
Google has renamed its API policy to Google Ads Developer Policies and updated the requirements for integrations, including those involving AI tools. Its developer announcement says integrations must connect directly using their own dedicated Google Cloud project, and that the compliance team is reviewing existing integrations and contacting developers who need to transition.
Read this update in detail →Deadline reminder: Google Ads API v22 sunsets on 7 October
Google has reminded developers that all Google Ads API v22 requests will begin failing on 7 October 2026. Its 2 September notice points teams to migration guidance and explains how to identify versioned requests in the Google Cloud Console, indicating this is a scheduled retirement rather than a new API launch.
Read this update in detail →Microsoft rolls out demographic controls for Performance Max
Microsoft says age- and gender-targeting controls are rolling out for Performance Max, with general availability planned for 8 September. Advertisers can include or exclude the supported age and gender groups, adding an explicit way to constrain delivery.
Read this update in detail →Microsoft adds average target metrics to bidding reports
Microsoft has added average target metrics to the campaign overview, campaign grid and portfolio bid strategies. They help advertisers compare performance against the targets in effect over a reporting period, particularly when those targets changed during that period.
Read this update in detail →Microsoft publishes its holiday advertising planning guide
Microsoft Advertising has published its 2026 Holiday Playbook, with a phased approach to product discoverability, early demand building and converting intent during peak shopping periods. The official overview highlights measurement, creative and audience planning, bidding and promotions as connected preparation tasks.
Read this update in detail →ChatGPT self-service advertising expands across more markets
OpenAI expanded self-service access to ChatGPT Ads Manager across India, Europe, the Middle East and North Africa on 31 August. The European update follows the earlier managed launch and gives eligible advertisers a direct route to campaign setup through Ads Manager.
Read this update in detail →OpenAI permits eligible legal-services ads in the US.
OpenAI’s updated advertising policy permits legal-services advertising in the US when advertisers are licensed in the jurisdiction where the ad is shown. The policy also retains manual review and wider restrictions for regulated advertisers, so it does not guarantee approval for every campaign.
Read this update in detail →ChatGPT Ads expands custom-audience management.
OpenAI’s custom-audience update allows advertisers to add, remove or replace members without rebuilding an audience, mix supported identifiers and build lists beyond five million members. Google Advertising IDs are supported, and audiences with fewer than 25,000 matched users can be used for exclusions rather than inclusion targeting or bid adjustments.
Read this update in detail →OpenAI expands the set of customer identifiers for conversion matching.
OpenAI has expanded the set of matching inputs for the ChatGPT Ads Measurement Pixel and Conversions API, including additional customer and geographic fields. The server API supports lists of hashed identifiers and Android advertising IDs, with field-specific rules for normalisation and hashing rather than one treatment for every value.
Read this update in detail →ChatGPT carousel reporting adds product-card visibility.
OpenAI’s advertiser briefing adds card impressions and clicks for product-feed carousel ads, as well as product-level reporting via its Insights API. Card impressions record individual product cards becoming viewable and are separate from billable ad impressions; complete data starts on 20 August with a rolling 30-day window.
Read this update in detail →OpenAI introduces a ChatGPT Ads Manager plugin
OpenAI’s latest advertising update includes a plugin for creating, managing and analysing campaigns through conversations in ChatGPT or Codex. The reported workflow can turn a website or brief into ad drafts and propose campaign changes, with recommended updates shown for confirmation before application.
Read this update in detail →OpenAI adds pacing for campaign total budgets.
OpenAI says ChatGPT Ads campaigns using total budgets now include pacing intended to spread expenditure more evenly across their running period. The update still allows daily spending to vary with delivery opportunities, so it should not be interpreted as a guarantee of equal expenditure every day.
Read this update in detail →OpenAI previews conversion optimisation, including ad views.
OpenAI plans to introduce a ChatGPT Ads optimisation model that considers conversions following both clicks and ad views, with impression-based billing for that campaign type. The announcement describes an upcoming option, while current documentation still distinguishes available view-through reporting from the click-based conversion totals used by existing optimisation.
Read this update in detail →Launch check: review ChatGPT’s text customisation default
As self-service ChatGPT advertising expands, practitioners are highlighting a text customisation setting that can generate personalised and translated headlines and descriptions without individual approval. The setting appears enabled by default in Onur Ozcan’s guide dated 29 August and was subsequently highlighted by Anthony Higman and Thomas Eccel.
Read this update in detail →Google Ads Data Manager documents a direct Klaviyo connection
Google Ads Data Manager now lists Klaviyo as a direct data source for Offline Conversions Import and Customer Match. The connection adds an option for moving eligible customer and conversion data into Google Ads without relying on a separate integration partner.
Read this update in detail →Google removes beta labels from Akamai and Fastly tag gateway setup.
Google’s setup guidance for tag gateway for advertisers on Akamai and Fastly no longer carries the beta notices, a documentation change spotted by Hana Kobzová. These integrations serve Google tagging through the advertiser’s own domain; the update changes the documented release status rather than introducing the integration.
Read this update in detail →BigQuery adds market basket questions to conversational analytics.
Google has made market basket analysis questions generally available in BigQuery conversational analytics, allowing users to explore which products are commonly purchased together through a conversational interface. The addition can support investigation of purchasing patterns in suitable transaction data, with the usefulness of the answers depending on the underlying dataset and question.
Read this update in detail →BigQuery previews TabFM predictions without custom model training.g
BigQuery now offers a preview of TabFM, Google’s pretrained model for structured tables, supporting regression and classification without training a separate model for each task. Teams can request predictions through AI.PREDICT and assess performance with AI.EVALUATE, while the release remains a preview.
Read this update in detail →Search Console’s generative AI reports complete their global rollout
Google updated its Search Console announcement to confirm that generative AI performance insights had rolled out worldwide by 31 August. The dedicated reports show impressions and breakdowns by page and country, rather than separate click or query reporting, and continue the rollout first announced in June.
Read this update in detail →Google’s Search generative AI control becomes available worldwide.
Google confirms that its Search generative AI control reached all websites on 31 August, allowing site owners to exclude their content and links from AI Overviews, AI Mode and supported generative features in Discover. The setting does not govern model training or override separate participation in Google Ads and Merchant Centre.
Read this update in detail →Google schedules begin-to-render counting for display impressions
Google will move AdSense and Ad Manager display impression counting to begin-to-render on 17 February 2027, covering web, mobile web, and connected TV banner inventory. Impressions will count once a creative has loaded and begun rendering, potentially reducing totals compared with counting when download starts; this does not make every counted impression viewable.
Read this update in detail →Google App product reports add cost and conversions.
Google’s App campaign product-reporting documentation now lists Cost and Conversions alongside impressions, clicks and click-through rate. The product view is available within eligible campaigns or ad groups linked to a Merchant Centre retail feed, while average CPC and other conversion-based metrics remain unsupported.
Read this update in detail →Google releases Meridian GeoX for geographic incrementality testing.
Google’s Meridian GeoX library reached its first public version in September, following its earlier announcement at Google Marketing Live. The open-source toolkit supports geographic experimental design and analysis, including multiple treatment groups sharing a control, and can convert experimental results into inputs for Meridian media mix models.
Read this update in detail →Google Trends adds category filters to the new Explore page.
Google Search Central announced category filters for the new Trends Explore page, allowing users to narrow the context of the trends they inspect. Its accompanying tip is to select a category without entering a query to discover leading searches within that category, region and time period.
Read this update in detail →Snapchat expands Unified Attribution for AppsFlyer and Adjust users
Snapchat has made Unified Attribution globally available to app advertisers using AppsFlyer or Adjust, following its earlier beta. It combines Snapchat metrics with mobile measurement partner signals in Ads Manager, enabling optimisation using those conversion signals, while support for additional partners is in development.
Read this update in detail →Google explains how attribution, incrementality and MMM fit together.
Google’s latest Ads Decoded episode brings Ginny Marvin and measurement product lead John Chen together to discuss interpreting attribution, incrementality tests and media mix modelling when their signals differ. A companion conversation with AdVenture Media covers practical Meridian implementation, including the importance of variation in the input data.
Read this update in detail →Meta adds outcome comparisons to Ads Manager’s activity history
Meta’s activity history is showing performance outcomes alongside account changes, as first reported by Adam Gerber and subsequently shared by Bram Van der Hallen and Sarath Sadanandan. Gerber says Meta clarified that it compares the seven days before a change with the seven days after, providing a directional signal rather than evidence that the change caused the outcome.
Read this update in detail →Review Meta’s automatic event controls before relying on their signals.
Jon Loomer’s review of Meta Events Manager documents an Automatic Events dashboard alongside an older automatic-tracking toggle, with overlapping descriptions that leave their interaction between them unclear. His September walkthrough distinguishes the visible management changes from the longstanding concept of automatically detected events, without establishing a universal new launch date.
Read this update in detail →Reddit makes Max campaigns available to all advertisers.
Reddit has opened Max campaigns to all advertisers after the earlier beta, extending automation across targeting, creative selection, placements and budgets. Its advertising API now supports the campaign type, with Smartly named as the first third-party partner to offer support.
Read this update in detail →Reddit introduces asset groups within Max campaigns.
Reddit is introducing asset groups so advertisers can organise different product lines or use cases within a single Max campaign. Each group can carry its own headlines, media and destination URL, with separate reporting to compare creative themes.
Read this update in detail →Reddit launches a 15-second engaged-video-view beta.
Reddit’s new 15-second Engaged Video Views goal is available in public beta to advertisers globally. A completed view qualifies for videos lasting up to 15 seconds, while longer videos qualify after 15 seconds of watch time; Reddit also offers split testing against its existing six-second goal.
Read this update in detail →TikTok expands Pulse Premiere to NFL club content.
TikTok’s renewed multiyear NFL partnership expands Pulse Premiere beyond the league’s main account to content from NFL member clubs. The announcement gives advertisers another route to appear alongside premium football content, while separate GamePlan and fan-hub developments support the wider partnership.
Read this update in detail →September reminder: prepare Sponsored Brands Collections migrations
Amazon’s guidance states that migration recommendations for legacy Product Collections will arrive in Campaign Manager in September, ahead of the format’s February 2027 deprecation. Sponsored Brands Collections itself launched earlier this year and supports up to ten related products, so this is a migration milestone rather than a new ad format.
Read this update in detail →Amazon DSP supports VAST 4 on third-party video inventory.
Amazon DSP now supports VAST versions 4.0 to 4.3 on third-party publisher inventory worldwide, selecting the highest compatible version for each publisher’s player. Older versions remain supported, and Amazon-operated inventory, including Stores and Fire TV, continues to use VAST 2 or 3.
Read this update in detail →Google avoids an AdX sale in the US ad-tech remedies ruling.
A US judge rejected the proposed forced sale of Google’s AdX exchange while ordering changes to its advertising technology business. The full opinion remained under seal following the 2 September ruling, leaving important implementation details unavailable at the time of reporting.
Read this update in detail →Peacock’s ad-supported tier reaches YouTube Primetime Channels.
YouTube has added Peacock Premium, the service’s ad-supported tier, as a Primetime Channels subscription option. This September expansion follows the earlier arrival of Premium Plus in Jun.
Read this update in detail →FTC and 22 states sue Amazon over advertising auction charges
The US Federal Trade Commission and 22 states sued Amazon on 31 August, alleging that undisclosed auction practices inflated advertising charges over several years. Amazon disputes the allegations, which a final court judgment has not established.
Read this update in detail →Australia opens consultation on its next privacy reform bill
Australia released an exposure draft of the Privacy Amendment (Personal Data Protection) Bill 2026 and an accompanying consultation paper on 31 August, with submissions due by 18 September. The package addresses stronger personal data protections and emerging technology risks, but remains a proposal subject to further government consideration.
Read this update in detail →OpenAI begins rolling out GPT-6 Astra
OpenAI announced GPT-6 Astra with a focus on computer use, browsing and professional work, including tasks involving documents and software. Access is being phased across eligible ChatGPT plans and developer services, so the announcement does not mean every account received it immediately.
Read this update in detail →Anthropic introduces Claude Fable 5.1 and Mythos 5.1
Anthropic announced Claude Fable 5.1 and Claude Mythos 5.1, describing advances in coding, research and extended knowledge-work tasks. The releases use different safeguards and access arrangements, with Fable aimed at broader use and Mythos subject to more restricted access.
Read this update in detail →Claude adds background computer use on macOS in beta.
Claude says computer use can now run in the background through Cowork and Claude Code while users work in another window. The beta is available through Claude Desktop on macOS for Pro and Max subscribers, requires the computer and app to remain on, and asks before first using each app.
Read this update in detail →Anthropic publishes blueprints for shopping and merchant agents
Anthropic released reference implementations for shopping and merchant agents across retail, travel, telecoms and ticketing. The shopping examples connect discovery to a merchant’s checkout, while the merchant examples support analysis, inventory, and promotion work, with human approval of proposed changes.
Read this update in detail →Anthropic outlines customer-controlled enterprise safeguards
Anthropic announced Enterprise Frontier Safeguards, designed to let customers retain monitoring data in their own cloud infrastructure and review flagged activity through their own teams. The safeguards are planned for a phased rollout later this autumn, with interim zero-data-retention arrangements for eligible customers.
Read this update in detail →Google starts rolling out Pics for image creation and editing
Google announced Pics, an image creation and editing product built on Nano Banana, with access rolling out over the coming weeks to AI Pro and Ultra subscribers, as well as most Workspace business customers. Google also outlined integrations with Slides, Docs and Drive, alongside the standalone product.
Read this update in detail →Gemini adds agentic video analysis through its developer tools.
Google launched agentic video understanding for supported Gemini Flash and Flash-Lite models via the Gemini API, Google AI Studio, and the Gemini Enterprise Agent Platform. The feature can inspect relevant parts of uploaded or YouTube videos using visual, audio and transcript information, while consumer-app expansion is described separately.
Read this update in detail →Google brings Lyria 3.5 music generation to Gemini.
Google has released Lyria 3.5 in the Gemini app and the Gemini API, adding more flexible options for vocal or instrumental tracks and for shorter or longer output. The company says the model improves vocals and musical arrangements and is also available through tools such as Google AI Studio and Vids.
Read this update in detail →The advertiser takeaway
Review the changes that affect your accounts, validate availability and measurement, and keep platform announcements separate from proven performance. The Under Re-Review item corrects the previous newsletter’s description.
Explore the original edition
Every update from this edition is linked above. Explore the original newsletter for its full context, contributor credits and reporting links.
Read Paid Media News (Week 36) on LinkedIn