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Advertising: The big three announce ad updates

The “tech trinity” of Google, Microsoft, and Meta announced some big updates yesterday.

Google’s waving bye-bye to similar audiences: The platform will stop generating these segments in May 2023, and will remove them from all ad groups in August 2023.

 Google will stop generating similiar audiences segments in May 2023.

According to Google, the feature will transition to “more powerful and durable automated solutions” like:

  • Optimized targeting to help you find new, relevant audiences without relying on third-party cookies for Google Ads and Display & Video 360.
  • Audience expansion will do the same for Video reach or consideration video campaigns.

Basically, Google is preparing for a cookieless future with more automation. Wonder how that will turn out…

Microsoft announced 12 new ad product updates: The company’s latest update is quite big, so we’ll just cover the most essential ones…

  • Credit card ads are now available globally, appearing to the right of Bing search results.
  • Set up conversion tracking without code using Microsoft Clarity, currently in beta.
  • New UET dashboard that will help you monitor tag data and fix issues in real time.
  • Audience Ads management in Microsoft Editor using multiple assets.
  • A World Cup in-market audience specially designed for soccer fans.
  • Expanded manual bidding options if you’re running image ads.

And unlike Google, Microsoft is expanding similar audiences to new markets, in case you’re not sure of automation and don’t mind getting your hands dirty.

Meta is expanding professional mode: The features used by creators to monetize followings is now available for all users on the platform, including:

  • Reels Play bonus, which lets you earn money from shared Reels. Meta is also testing Reels ads in professional mode.
  • Stars feature will become available for “eligible creators,” allowing them to earn money directly from fans.
  • In-stream ads will help you earn money from long and live videos.
  • Subscriptions will provide the opportunity to publish gated content to a select, most loyal group of fans.

In case you couldn’t tell, Meta is transforming into a content-centric platform… probably to rival TikTok.

But there’s another piece of relevant news related to all of the above…

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