Today’s Insights

• Meta upgrades ad targeting

• OpenAI plans browser launch

• Bluesky grows user base

• Google offers WhatsApp tracking

• Apple sells News ads

Feature

Meta’s claims “more relevant ads for people, higher value for advertisers”

Meta calls their new latest change that improves the accuracy of ads a “paradigm shift”.

They've moved from their old method to a new approach that better understands how users behave over time.

The new system watches longer and more detailed sequences of user actions, keeping the order and context that the old system missed. It's like them going from seeing single snapshots to watching a full video of user activity.

Why this matters for marketers:

• More Personalized Ads: With a fuller picture of what users are interested in, ads should find the right audience.

• Better Performance: Early results are promising—a 2–4% increase in conversions for certain groups.

• Future Improvements: Meta's new system is designed to get smarter as it processes more connected and detailed data.

Bottom line: $40bn was spent on Meta ads from July to September and the company is predicting that outlay should deliver a higher return for their advertisers in future.

Meta Official

Presented by Stockpress

Built for marketers, Loved by teams

Files everywhere and can’t find a thing? Stockpress makes organizing and finding them so easy, that you’ll wonder how you ever lived without it. Seriously, it’s like a game-changer for marketers and creatives. Want to see for yourself?

It’s free - try it!

Google

🤖 🔍 OpenAI explores building a browser to rival Google

OpenAI is working on a web browser integrated with its chatbot, according to The Information. Early plans include discussions with companies like Conde Nast, Redfin, Eventbrite, and Priceline about the search product. Google's dominance in the browser market became precarious after the U.S. Department of Justice argued that the company should sell Chrome.

Reuters 

💬 Google Ads launches ‘conversation started’ action that directs users to WhatsApp

The update is currently available in beta to certain advertisers.

Search Engine Land

📸 Google Lens offers in-store product information

Users can now take photos of products using Google Lens and see prices, reviews, and inventory information on the items. Shoppers can also compare prices to check for competitive deals.

Google

More Headlines

🌐 Bluesky reaches 21 million users as it becomes a threat to Threads and X

Bluesky, after starting as an internal Twitter project in 2019, has added 7+ million new users in the two weeks since the U.S. presidential election. Although comparativley small compared to Threads (275M) & X (600M), the platform is starting to get mass attention.

The company is exploring ad-free revenue models.

CNBC

📈 LinkedIn reports 76% increase in marketing job postings YoY

B2B marketing roles saw a 21% increase, according to LinkedIn’s Global Marketing Jobs Outlook Report.

LinkedIn

📰 Apple begins selling News ads directly to advertisers

Apple is moving away from third-party vendors that previously sold its Apple News ads. Apple is pitching marketers new ad units within the Apple News feed and within individual articles on Apple News. Apple will give 70% of in-article revenue to the news publishers.

Axios

📱Snapchat launches now places ads in users’ chat tab

Snapchat debuts ‘Sponsored Snaps’ starting with Universal Pictures’ Wicked campaign. The ad features a 10-second video with a call-to-action link to purchase tickets.

Social Media Today

Thanks for reading

Have a marketing friend who should know about these kinda things? Share this edition below.