Advertising Technology Blog

Meta's V25 update introduces Page Viewer Metric to replace reach, affecting page and story insights. Webhooks mTLS certificates switch to Meta's CA by March 31, 2026, requiring trust store updates. Enhanced error messaging for Ads Insights Async API starts Feb 18, 2026. Metadata query parameter deprecated. Reach/impression and 3-second viewer metrics deprecated by June 2026, migrating to Media Views/Viewers. ASC/AAC campaign creation/update ends Feb 18, 2026, with full pause by Sep 2026. API versions v19 and v20 deprecated in May and Sep 2026 respectively.

The learning phase is critical for scaling ROAS campaigns, typically lasting 10-14 days. To shorten it without disruption, advertisers should keep targeting broad at launch, commit a sufficient learning budget, use mid-funnel signals like add-to-cart for more data points, and ensure data/creative readiness. Early volatility is normal; patience and proper inputs lead to sustainable scale.

Google Ads podcast discusses simplifying campaign structures for AI era. Granularity may hinder performance. Focus on early-stage search intent. New controls and curiosity mindset for strategic success.

The article outlines a shift away from the speed-vs.-accuracy trade-off for consumers, driven by AI. Key insights for ad ops decision-makers include: YouTube creators as trusted tastemakers for faster purchase decisions; AI-driven ad formats in Search (e.g., AI Mode with sponsored listings and Direct Offers); the launch of the Universal Commerce Protocol (UCP) for agentic commerce; and Gemini 3 powering ad tools for creative scaling (Veo 3, AI Max) and performance measurement. Trust and data privacy remain foundational. Businesses should prepare for fluid, personal, and agentic commercial experiences.

Adjust's SpendWorks unifies ad spend tracking across networks, enabling marketers to collect, validate, and analyze cost data with performance metrics. It supports multiple collection methods including API integrations, scheduling, web-to-mobile spend, and data imports. Key features include 40+ network integrations, automated scheduling with multiple daily pulls, and granular mapping for cross-channel campaigns. This solution reduces manual effort, improves data accuracy, and supports smarter budget allocation for better ROAS.

TikTok iOS campaigns can now be optimized using real-time conversion signals from AppsFlyer’s Advanced SRN, replacing delayed SKAdNetwork data. This gives marketing teams real-time visibility into performance, enabling faster optimization of bids, creatives, and targeting. The integration provides probabilistic modeling for ID-less traffic and deterministic attribution for consented users, improving campaign results. Advertisers must configure Advanced Privacy settings in AppsFlyer to enable this. SSOT deduplication is recommended for unified reporting.

Mintegral campaigns often underperform initially due to normal learning phase volatility, not platform issues. Advertisers should expect fluctuating ROAS as machine learning explores inventory. Stability requires sufficient data volume in each market, so consolidating budgets on priority geos and allowing time for optimization are key. Clean event mapping and consistent delivery support long-term success, while structural issues like missing events need setup corrections. Patience and realistic targets enable scalable performance.

The article argues that 2026 is an ideal time for advertisers to recommit to the open web due to rising costs in walled gardens. Key drivers include generative AI enabling scalable creative production, retail media expanding beyond owned properties, automation reducing operational friction, and cross-channel intelligence improving ROI. With consumers spending 59% of time on the open web versus 48% of ad spend, there's a significant opportunity to achieve cost-efficient performance. Advertisers should treat the open web as a central pillar, leveraging lower CPMs, flexible bidding, and improved attribution to stretch budgets.

TikTok's research with Ebiquity reveals that ROI is only a starting point. Premium formats like TopView and Pulse drive higher revenue per impression despite higher CPMs. Creative quality (measured by play duration) directly correlates with ROI. Channel synergy with TV boosts TikTok's effectiveness for retail brands. Advertisers should use granular data via TikTok's MMM API, separate TikTok as a distinct variable in models, and optimize for business outcomes like sales, not just engagement metrics.

Generative AI drove Retail Media growth with 165% YoY impression increase. Microsoft Copilot led with 392M impressions. Video channels like OTT showcased AI use cases.

The article provides campaign management tips for first-time Mintegral AppGrowth users. It recommends starting with broad targeting in CPI campaigns to collect data and enable algorithmic learning, then transitioning to smart bidding like Target ROAS as the app matures. It advises against running CPI and ROAS campaigns in parallel, favoring one optimization model at a time. For global campaigns, unified structures are preferred over fragmented ones to improve machine learning efficiency, provided budgets are sufficient per market. Key actions include using sub-source management to optimize performance and balancing centralized management with regional adaptation.

This article explains that poor ROAS campaign performance often stems from low-quality in-app event signals, not bidding strategy. Machine learning models rely on clean, well-mapped events to identify high-value users. Common pitfalls include inconsistent event mapping, improper timing, vague definitions, and technical fragmentation. To optimize on Mintegral AppGrowth, define a clear event hierarchy, double-check mapping in the dashboard, and treat event setup as an ongoing process. Clean signals enable faster model learning, smarter bidding, and sustainable ROAS growth.

Prioritize high-level strategy over busy work. Use AI Max for Search with automatic term expansion and dynamic text. Leverage cross-platform data via Demand Gen to reach engaged audiences on YouTube with target CPC bidding.

A podcast where advertisers get direct answers from Google Ads creators. Hosted by Ginny Marvin, it connects users with tool designers to address top questions.

Google Analytics helps marketers move beyond passive reporting to activation. Data strength is key for AI performance and strategic advantage. Tips ensure accurate measurement for effective optimization in Google Ads.

Dating app installs dropped 4% and sessions fell 7% in 2025, with rising user acquisition costs (CPI up 89% to $2.76) and shrinking session lengths (13.21 to 11.49 min). However, retention improved, with Day 1 rates rising to 26%. Valentine's Day 2025 drove only modest dating app activity (installs +12%), while video streaming (+138%) and recipe apps (+49%) surged. The paid-to-organic rate increased to 2.14, indicating higher reliance on paid channels. Ad ops teams should optimize for efficiency amid rising costs and shifting seasonal behavior.

The Ads Decoded podcast, hosted by Ads Product Liaison Ginny Marvin, offers candid conversations with Google Ads product teams, providing direct answers to marketers' top questions with zero fluff.

The 2025 mobile market hit record highs across downloads, IAP revenue ($167B, +10.6% YoY), and time spent (5.3T hours). Non-game IAP surpassed games for the first time (+21% YoY). Generative AI apps surged, with downloads doubling to 3.8B and IAP tripling to $5B. Key ad ops insights: attention competition intensifies, UA shifts to lifetime value, and AI expands monetization opportunities across categories.

Meta's AI tools help automate digital marketing, freeing humans for strategy. Key tips include using Reels, Messenger, Facebook Shops, and protecting accounts from phishing.

Web-to-app strategies can significantly boost retention, engagement, and LTV by converting web users into high-value app users. Key pillars include defining clear goals, targeting high-intent users, designing native-feeling creatives, crafting compelling copy, ensuring seamless deep linking, and measuring attribution. Adjust's tools like Smart Banners, Smart Scripts, and TrueLink enable dynamic targeting, attribution continuity, and optimized routing. Data shows potential for 4x CTR improvements and click-to-install rates rising from 25% to 50%. Decision-makers should focus on segment-based optimization and post-install metrics to maximize ROI.