Today’s Insights

• New: PayPal’s Ad Offering

• DOJ’s Google Breakup Proposal

• Meta's Creator Ad Integration

• TikTok’s AI Campaign Tool

• OpenAI won’t share revenue with publishers

Feature

📢 'PayPal Ads' Launch

PayPal has formally introduced PayPal Ads at Advertising Week New York, marking its entry into the digital advertising market

PayPal’s pitch to advertisers includes:

• User Base: 400 million active PayPal users, 90 million Venmo accounts, and millions of Honey users.

• Targeting Capabilities: With aggregated data from 225 billion transactions across millions of merchants, PayPal can offer advanced targeting options based on its first-party data.

Led by Mark Grether, who previously built Uber's and Amazon's ad businesses, PayPal Ads offers display ad placements across PayPal's app, Venmo, and Honey, with plans to introduce video ads and self-serve tools.

Starting next year, PayPal will also sell ads on retailers' websites, including on confirmation pages shown after a transaction is completed.

This move is part of a growing trend of financial companies entering the advertising space. JPMorgan Chase and American Express have also launched Financial Media Networks (FMNs) to offer new targeting options based on consumer transaction data.

EMarketer, AdWeek (subscription required)

Google & Meta

📹 Google rolls out AI video generation tool in Product Studio for U.S. advertisers

The new tool will enable brands to turn product images into videos. Advertisers can customize videos with themes, audio, and headlines based on their needs. These videos can be used across Google Ads, Merchant Center, websites, and other marketing channels.

Search Engine Land

🔗 Google introduces a new link format for AI Overviews

Google is expanding its new format to all seven countries where it’s available, including the UK, India, and Japan, which is expected to increase traffic to publishers.

AdWeek

⚔️ DOJ proposes breakup plan to curb Google’s dominance

Key remedies include: ending default search deals, restructuring ad tools and even mandating the sharing of Google’s search index, data, algorithms, and AI models.

TechCrunch

❌ Google calls' the proposal “radical and sweeping”

Google warns of “negative unintended consequences for American innovation and America’s consumers” and will argue against the proposal in court.

Google

🗂️ Google Ads sets 11-year data retention policy

Starting November 13, 2024, Google Ads will limit reporting data access to 11 years. After this period, data will be inaccessible via the interface or APIs. This policy will automatically apply to all Google Ads accounts.

Google

🚀 Meta launches generative AI feature that creates videos from still images

Meta’s ‘image animation’ tool lets advertisers generate videos without using existing video assets. Meta also introduced a video expansion tool to optimize video assets for different aspect ratios.

Meta

📢 Meta has introduced new brand safety and ad placement controls

Businesses can now turn off comments on ads and block specific profiles from seeing their ads. Meta is also testing third-party content block lists which can be applied to Feed and Reel ads.

Meta

🌟 Meta is focusing on integrating content creators

Meta is working on a feature that adds creators' testimonials to the comments section of partnership ads. And advertisers can now integrate creator’s content into their collection ads

Meta

More Headlines

🚫 OpenAI says no revenue sharing with publishers for SearchGPT content

Varun Shetty, OpenAI's Head of Media Partnerships, believes publishers will be incentivized by “significant incremental traffic from new audiences” instead of cash from OpenAI.

Press Gazette

🤖 TikTok launches ‘Smart+’, an AI campaign creation tool

Advertisers can provide assets, budget, and goals, and Smart+ automatically create campaigns, which TikTok claims results in a “52% improvement in their return on ad spend”.

TikTok

📩 Snap tests ‘Sponsored Snaps’ ads

Users can now view full-screen video ads from advertisers next to their messages in the Chat tab. Snap is also rolling out Promoted Places on Snap Map

Snap

📈 Reddit expands ad keyword targeting

Advertisers can now place their ads within specific Reddit conversation threads using keywords.

Reddit

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