Paid Media News (Week 40)
Week 40: Google Ads updates, Amazon unBoxed and the next wave of advertising tools
The 28 September to 4 October edition covers 69 developments, observations and useful references. Each link opens a dedicated article with evidence, original media and practical checks. Earlier stories retain their URLs and source dates.
A digest of the original edition. Updates and availability reflect what was reported at the time.
Google Smart Bidding guidance returns to one-to-two conversion cycles
Google’s Smart Bidding page has returned to a typical one-to-two conversion-cycle learning period after briefly referring to roughly 50 conversion events.
Read this update in detail →Google government documents policy enforcement begins on 5 October 2026
Google begins enforcing its government documents and services policy on 5 October, requiring official authorisation, matching services and regional targeting.
Read this update in detail →Google plans automatic promotion assets from website offers on 12 October
Google account emails say automated promotion assets will begin on 12 October for eligible Search and Performance Max campaigns unless advertisers opt out.
Read this update in detail →Sitelinks observed within a Google AI Mode text ad
One observation shows sitelinks attached to a text ad in Google AI Mode, but Google has not confirmed availability, eligibility or separate reporting.
Read this update in detail →Performance Max asset A/B testing appears in additional Google Ads accounts
Google documents a Performance Max asset-testing beta comparing two sets in one asset group, while a new observation suggests visibility in more accounts.
Read this update in detail →Google Shopping test places sponsored products in an organic-style grid
A reported Google Shopping test replaces the top carousel with a grid headed “Sponsored products”, bringing paid and free-looking presentations closer together.
Read this update in detail →Google Search ads observed with separate URL and headline menus
One observed Google Search ad carried two three-dot menus that opened the landing page and “Why this ad” information, but the test remains unconfirmed.
Read this update in detail →Performance Max observation shows finished display-banner uploads
An account observation shows a Performance Max Image ads control accepting up to 15 finished display-banner creatives, distinct from standard image assets.
Read this update in detail →Google business-name exception permits recognised brands on other domains
Google will allow some recognised brands to use a business name different from the destination domain when direct-relationship and product-sale conditions are met.
Read this update in detail →Local Services Ads may charge for some missed and follow-up calls
From 1 October, Local Services Ads may charge for missed business-hours calls over 20 seconds and certain follow-up calls, according to reported guidance.
Read this update in detail →Google says some out-of-area Local Services Ads are working as intended
Google’s Ads Liaison said reported out-of-area Local Services Ads were intentional because the firms served customers seeking that legal service in the searched area.
Read this update in detail →YouTube Shorts recommendations may favour original content over re-uploads
Secondary reports say YouTube Shorts will further prioritise original content, potentially reducing distribution for channels dominated by minimally changed re-uploads.
Read this update in detail →Google documents beta workflow for AI Search campaign localisation
Google documents a beta that localises English-US Search campaigns into supported languages and creates a separate campaign with translated assets and keywords.
Read this update in detail →Google Ads Setup columns provide a practical campaign-health view
The Google Ads Campaigns column picker’s Setup group surfaces ad, keyword and asset diagnostics, although an observer disputes that the grouping is new.
Read this update in detail →Merchant Center mileage allowance field applies to German vehicle finance listings
Google documents an optional mileage_allowance field for German vehicle instalment listings, linking finance or lease mileage caps to advertised payment terms.
Read this update in detail →Google Ads Decoded advises gradual Demand Gen creative refreshes
Google’s Demand Gen discussion recommends using asset reporting to guide gradual additions instead of replacing creative on a fixed timetable.
Read this update in detail →Merchant Center loyalty benefits guidance distinguishes AI shopping surfaces
Merchant Center guidance covers loyalty benefits in AI Mode and Gemini Apps, with those AI surfaces currently US-only and eligibility varying by country and surface.
Read this update in detail →Google expands destination-not-working examples without changing enforcement
Google added examples to its destination-not-working policy while saying enforcement is unchanged, helping separate technical faults from some structural errors.
Read this update in detail →Google financial-products rules tighten for Chile and Denmark in October 2026
Google will require local authorisation and its own certification for complex speculative financial-product advertisers targeting Chile or Denmark in October 2026.
Read this update in detail →Merchant Center policy rewrites stress catalogue fixes before bulk appeals
Reported rewrites to seven Merchant Center policy pages emphasise account-level consequences, removing violations before bulk appeals and a standard fix path.
Read this update in detail →Microsoft Advertising makes optimisation experiments generally available
Microsoft says optimisation experiments are generally available for Search, Shopping, Audience and Performance Max, with control and treatment traffic splits.
Read this update in detail →Microsoft expands LinkedIn company lists to 10,000 companies
Microsoft Advertising has raised LinkedIn company-list capacity to 10,000, while LinkedIn data excludes users in the EEA, UK and Switzerland.
Read this update in detail →Bing sponsored-result test shows AI-written Trustpilot review lines
A reported Bing test adds a one-line AI-written customer review from an advertiser’s Trustpilot profile to sponsored results, but its scope is unknown.
Read this update in detail →Three reported Bing ad-presentation tests highlight changing search labelling
Three individual sightings suggest Bing is testing a results separator, a Minority-owned ad label and a blue treatment for sponsored Shopping listings.
Read this update in detail →Microsoft keeps new Advertising API features in SOAP until January 2027
Microsoft will continue delivering new Advertising API features through SOAP and REST until SOAP’s unchanged deprecation date of 31 January 2027.
Read this update in detail →ChatGPT Ads reporting controls expand while product-feed bulk uploads remain unresolved
OpenAI documents attribution controls for ChatGPT Ads Insights, but reported product-feed bulk uploads conflict with the current campaign quickstart.
Read this update in detail →OpenAI advertising roadmap emphasises outcome bidding, measurement and user trust
OpenAI ads lead Asad Awan described outcome-optimised bidding as a priority and prompt-driven ad creation as a direction, not a product launch.
Read this update in detail →ChatGPT adds virtual try-on and product Favourites for clothing and accessories
ChatGPT has added a Try on option for clothing and accessory listings using a selfie, alongside product Favourites on mobile and web.
Read this update in detail →Reported Gemini UTM tagging could change how AI referrals appear in GA4
A user report, echoed by Google’s John Mueller, suggests Gemini may add UTM parameters to outbound links, but the exact values and rules are unknown.
Read this update in detail →Microsoft Clarity lets teams customise AI Visibility brand-term definitions
Microsoft Clarity now supports editable brand terms in AI Visibility, making the branded versus non-branded split dependent on the maintained list.
Read this update in detail →GA4 brings app conversions into cross-channel reporting and attribution
Google Analytics now includes app conversions in cross-channel reporting for eligible Google Ads customers, while cross-channel budgeting remains web-only.
Read this update in detail →Meta launches Muse for Small Business with ad-account connections in the US and Canada
Meta’s Muse for Small Business connects business services and can draft campaigns, while Meta says publishing and spending still require approval.
Read this update in detail →Instagram creators can reportedly boost live broadcasts while they are on air
Social Media Today reports that Instagram creators can boost livestreams from the composer or schedule them at least two hours ahead for three placements.
Read this update in detail →Reported Meta upload setting could attach new media to multiple active ads
A Meta account observation suggests Related media can be preselected during upload, potentially adding a newly uploaded image to every listed active ad.
Read this update in detail →Reported Meta Ads Manager Monitoring rules column surfaces campaign alerts
A reported Monitoring rules column in Meta Ads Manager shows alerts such as rising cost per result or falling ROAS in the campaigns table.
Read this update in detail →WhatsApp service-message charges begin with a free-entry-point exception
Meta confirms per-message charges from 1 October, while delivery remains free inside eligible click-to-WhatsApp free-entry-point windows.
Read this update in detail →ShopMy connects affiliate creator discovery with TikTok Spark Ads authorisation
TikTok says ShopMy is the first affiliate platform integrated with its Content Suite API, connecting post discovery, permission and Spark Ads activation.
Read this update in detail →LinkedIn Creator Marketplace beta adds advanced creator discovery filters
Social Media Today reports a LinkedIn Creator Discovery beta with content, role and audience filters, while broader availability is only expected in early 2027.
Read this update in detail →Amazon unifies Ads Console and DSP naming under Amazon Ads Agent
Amazon has renamed its buying platform Amazon Ads Agent, combining former Ads Console and DSP naming while its conversational assistant remains closed beta.
Read this update in detail →Amazon opens Full-Funnel Campaigns beta for US advertisers selling on Amazon
Amazon’s US open beta combines sponsored ads, display, video and streaming TV in one campaign with products, budget and optional ROAS threshold as inputs.
Read this update in detail →Amazon plans DVA+ open beta after an extended US closed beta
Amazon’s DVA+ combines display, video, audio and streaming TV, with US open beta expected in late October and wider availability targeted for Q1 2027.
Read this update in detail →Amazon adds geographic penetration indices to DVA+ advanced location settings
Amazon’s Geographic Insights and Activation compares brand and category penetration across nine markets without requiring an Amazon Marketing Cloud setup.
Read this update in detail →Amazon brings generative display and video creation into Ads Agent closed beta
Amazon has placed tools that generate display ads and video from product assets inside the Ads Agent conversation, which remains an expanded closed beta.
Read this update in detail →Amazon DSP adds muted full-screen autoplay video to Alexa+ Echo Show
Amazon DSP’s 15-second Assets Based Creative videos can autoplay full screen and muted on Alexa+ Echo Show home screens in the US, Germany and UK.
Read this update in detail →Amazon expands Responsive eCommerce Creative with video, carousels and Alexa prompts
Amazon has added in-banner video, multi-image carousels and Alexa for Shopping prompts to Responsive eCommerce Creative, with availability varying by feature.
Read this update in detail →Amazon plans Review Requests ads for eligible US products below 1,000 reviews
Amazon’s Review Requests format will invite verified buyers to leave ratings or reviews, but its pages give conflicting late-October and November US timings.
Read this update in detail →Amazon Branded Conversations Will Bring Brand Product Knowledge to Alexa for Shopping
Amazon says US brands will be able to supply product knowledge for Alexa for Shopping conversations triggered by Sponsored Brands prompts from January 2027.
Read this update in detail →Amazon Ads Opens Natural-Language Analytics Closed Beta
Amazon Ads says its natural-language analytics closed beta uses unified reporting and includes new-to-brand and long-term sales, with two access routes.
Read this update in detail →Amazon Sponsored Services Brings Local Service Ads to Shopping and Order Pages
Amazon says Sponsored Services places local home and auto service ads on shopping and post-purchase pages, initially for eligible US Yelp advertisers.
Read this update in detail →US Amazon Sponsored Products Campaigns Can Select Up to 10 Audiences
Amazon’s updated help page says US Sponsored Products campaigns can select up to 10 Amazon or AMC audiences for bid boosts; elsewhere the limit remains one.
Read this update in detail →Amazon Ads Data Manager Redesign Separates Sources, Datasets and Destinations
Amazon’s redesigned Ads Data Manager separates sources, datasets and destinations while adding diagnostics, integrations and no-code tag configuration.
Read this update in detail →Amazon Ads MCP Server Lite Focuses on Advertising Tool Discovery and Invocation
Amazon’s MCP Server Lite offers core tools that discover and invoke further advertising capabilities, while implementers retain responsibility for access controls.
Read this update in detail →Amazon Marketing Stream v2 and Reporting API v1 Reach General Availability
Amazon says Marketing Stream v2 and Reporting API v1 became generally available worldwide on 30 September, expanding frequent and cross-account reporting.
Read this update in detail →Amazon AMC Expert Tool Enters US Closed Beta for Natural-Language SQL Generation
Amazon says its AMC Expert Tool converts natural-language requests into Amazon Marketing Cloud SQL in a US closed beta, with wider availability planned for early 2027.
Read this update in detail →Amazon Will Require Brand Packaging for Most Physical Bundles from 11 January 2027
Amazon says most physical bundles sold as one ASIN must be packaged by the original brand or manufacturer from 11 January 2027, with stated exceptions.
Read this update in detail →Reported Meta Muse and Instinct Tests Show Experimental Multi-Item Cart Building
Juozas Kaziukėnas reports that Meta’s Muse and Instinct can build multi-item carts from one request, but calls the feature experimental and presently unusable.
Read this update in detail →Research Finds More Google AI Overviews on Sampled Branded Queries
Chris Long found AI Overviews on 93 of 100 enterprise brand names tested, while DemandSphere and Ahrefs reported rises using different methods and query sets.
Read this update in detail →Graphite and Similarweb Analyse the Early ChatGPT Ads Market
Graphite and Similarweb analysed more than 95,000 ads and 8,000 landing pages, reporting early ChatGPT Ads findings alongside important methodology limits.
Read this update in detail →Google Emphasises Manual Fact-Checking for Generative AI Content
Google updated its guidance to stress manual fact-checking and review of AI-generated content, including titles, meta descriptions, structured data and alt text.
Read this update in detail →Court Reportedly Dismisses Chegg and Penske AI Overviews Antitrust Claims Without Prejudice
Reporting says Judge Amit Mehta dismissed Chegg and Penske Media’s AI Overviews antitrust claims without prejudice, leaving open possible amended claims.
Read this update in detail →Publisher Ad-Tech Claims Against Google Proceed After Summary-Judgment Denial
Judge P. Kevin Castel denied Google summary judgment on main ad-tech claims from Gannett, Daily Mail and a publisher class, allowing the dispute to continue.
Read this update in detail →Google September 2026 Spam Update Had Not Finished by the End of the Review Window
Google’s September 2026 spam update began on 24 September and had no completion notice by the review cut-off; reported volatility was not Google-confirmed.
Read this update in detail →Google Seeks Suspension of EU DMA Search-Data and Android AI Orders
Reuters reports that Google asked the EU General Court to annul and suspend DMA decisions on search-data sharing and rival AI-assistant access in Android.
Read this update in detail →FTC, Utah and Nevada Allege Lens.com Used Misleading Google Search-Ad Prices
The FTC, Utah and Nevada allege that Lens.com advertised contact-lens prices without mandatory fees and misled customers about AutoRefill enrolment.
Read this update in detail →Google Announces Vertical Video Unification in Display & Video 360
Google says Vertical Video Unification will let DV360 advertisers buy and measure vertical video across channels in one place with centralised frequency management.
Read this update in detail →WebKit Bug Report Documents Blocked Ad-Tech and Identity Requests on iOS 27 Safari
A WebKit bug report filed on 21 September documented blocked requests involving adsrvr.org and identity domains on iOS 27; Apple said it was investigating.
Read this update in detail →OpenAI Announces Dots and ChatGPT Space for Shared, Ongoing Work
OpenAI introduced Dots, always-on agents with cloud computers and connected apps, plus ChatGPT Space for shared work, with access varying by plan and market.
Read this update in detail →OpenAI DevDay Announces GPT-6.1 Sol and Expanded Plugin Discovery
OpenAI announced GPT-6.1 Sol and plugin improvements including sidebar homes, interactive panels and discovery in directories and conversations for all plans.
Read this update in detail →Anthropic Positions Claude Sonnet 5.5 for Faster, Lower-Cost Everyday Work
Anthropic says Claude Sonnet 5.5 complements Opus 5.5, claiming more than 30% faster operation and up to 30% lower cost for most work than Sonnet 5.
Read this update in detail →The advertiser takeaway
Use the source-specific checks to decide which changes matter to your accounts; tests and roadmap announcements do not imply universal availability.
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.
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