Bonded Bitesize – Your Midweek Roundup

Microsoft Advertising shares 6 latest product updates

Microsoft Advertising has introduced several updates to enhance the efficiency and accessibility of its platform through AI and retail media advancements. Advertisers now have new bidding strategies, targeting options, and conversion tracking for display and video ads. Native ads can incorporate logos and call-to-action buttons to increase engagement. IAS verification is now available across all ad formats, ensuring brand safety and viewability. Microsoft has also expanded its Connected TV (CTV) offerings, supporting longer video ads and AI-generated creative recommendations. Performance Max campaigns from Google are now fully supported, along with new search insights and bidding strategies focused on high-value conversions. These updates aim to boost engagement, improve customization, and streamline the advertising process across multiple platforms.

X Tests Video-Conferencing Tool To Compete With LinkedIn, Microsoft Teams

X, formerly Twitter, is testing a video conferencing tool as part of its “video-first” strategy, aiming to compete with platforms like Zoom and Microsoft Teams. Announced by X employee Chris Park, the tool allows users to start video conferences directly from the app. Park mentioned feedback on features like better notifications for joining or leaving and the ability to pin main speakers. Elon Musk responded positively to the news, but no rollout plan was mentioned. Researchers highlighted features such as meeting scheduling and unique participant codes. Since Musk’s takeover in 2022, X has expanded its video offerings, including live streaming events and person-to-person video calling, though these have faced technical and privacy concerns.

Google Sunsets Video Ad Platform To Prioritise AI Campaigns

Google is making significant changes to its advertising platforms, phasing out Video Action Campaigns and replacing them with Demand Gen by March 2025. Demand Gen integrates AI and expands beyond video ads to include Google feed, Gmail, and image ads. This shift is expected to boost performance, with data showing a 20% improvement when images are added to video campaigns. Early adopters like DoorDash have reported 15x higher conversion rates with lower costs. While advertisers can continue using YouTube-only campaigns, Google encourages testing Demand Gen’s full features. A migration tool will launch in 2025 to help advertisers transition seamlessly while maintaining performance.

Meta will let third-party apps place calls to WhatsApp and Messenger users — in 2027

Meta has outlined its plans to comply with the EU’s Digital Markets Act (DMA) regarding interoperability for its messaging apps, WhatsApp and Messenger. The company will allow users to connect with third-party messaging services, providing notifications when new apps are compatible. Users can choose between separate or combined inboxes for third-party chats, with group functionality arriving in 2025 and voice and video calling by 2027. Future updates will include rich messaging features like reactions and read receipts. However, challenges remain, including securing support from other major messaging platforms and maintaining end-to-end encryption. Meta has faced criticism for non-compliance with other DMA requirements, such as its ad model.

Google Ads unveils advanced performance planner for YouTube campaigns

Google Ads has introduced advanced “Performance Planner” plans to optimise YouTube campaigns, focusing on both Action (conversions) and Awareness (brand visibility) goals. These tailored strategies help advertisers align their marketing efforts with specific objectives by customising budget, ad format, and buying methods. Action Plans prioritise conversions by combining Video Reach, Video View, and Demand Gen campaigns, while Awareness Plans focus on brand visibility with Video Reach and Demand Gen strategies. The update allows for versatile execution, assuming a mix of image and video creatives. These new features aim to enhance the effectiveness of YouTube campaigns.

Snapchat To Launch Sponsored Ad Placements In Chat

Snap CEO Evan Spiegel outlined plans to expand the platform’s ad business by introducing Sponsored Snaps in the chat inbox, allowing advertisers to engage users with full-screen video ads that can drive conversions directly within messages. This feature aims to offer a complete funnel experience while maintaining user privacy in personal chats. Snap is also launching Promoted Places on the Snap Map, helping businesses highlight locations and measure foot traffic. To streamline advertising, Snap will combine its tools into a single, self-serve platform, making it easier for advertisers to optimise campaigns. With a focus on attracting more small and medium-sized businesses (SMBs), Snap aims to grow its lower-funnel revenue, which is seen as more stable and tied to business goals.

Google Ads tightens rules on Gambling Certification recertification

Starting in November 2024, Google Ads will implement stricter recertification rules for Gambling and Games advertisers under its Circumventing Systems policy. Advertisers must undergo recertification if significant changes occur in their product offerings, regulatory compliance, or licensing since their original certification. Failure to report these changes will result in immediate account suspension. However, changes to an advertiser’s address or payment methods do not require recertification. This update emphasises the need for advertisers in the Gambling and Games sector to maintain up-to-date certifications to avoid severe penalties.

X Banned In Brazil, Loses 20M Users

On Monday, Brazil’s Supreme Court upheld a ban on X (formerly Twitter) after the platform failed to appoint a legal representative by the deadline. The unanimous decision was based on X’s repeated violations of Brazilian internet laws, including spreading misinformation and harmful content. The court had previously investigated Elon Musk for obstructing justice by refusing to suppress certain accounts linked to false reports and hate speech.

X’s refusal to comply led to the closure of its Brazilian office and removal of local staff. This ban, affecting around 20 million users, has significantly reduced X’s global user base and ad revenue. Additionally, the World Bank has suspended all advertising on X following a controversy involving ads appearing alongside harmful content.

Google is working on AI that can hear signs of sickness

Google is leveraging AI to predict early signs of disease by analysing audio signals. Using a foundation AI model trained with 300 million audio samples of coughs, sniffles, and laboured breathing, Google aims to identify conditions like tuberculosis. Partnering with Salcit Technologies, an Indian respiratory healthcare AI startup, Google plans to integrate this technology into smartphones to assist high-risk populations in areas with limited healthcare access. This effort is part of Google’s broader initiative to digitise human senses for disease detection.

Meta now allows preteens to explore Horizon Worlds with parent’s permission

Meta is now allowing preteens (ages 10 to 12) with parent-managed accounts to explore its virtual reality platform, Horizon Worlds, with certain restrictions. Parents can approve age-appropriate worlds for their children, such as The Space Station and Spy School, and have the option to either select or approve requested worlds. New safety features include a rating system for VR worlds, default “offline” visibility settings for preteens, and a “Personal Boundary” setting to maintain a virtual distance from others. Despite these measures, concerns remain about Meta’s ability to keep children safe, given previous controversies and lawsuits accusing the company of failing to protect young users on its platforms.