GoogleOur 2024 Ads Safety Report shows how we use AI to safeguard consumers.
Summary
In 2024, AI advancements significantly enhanced ad safety. Over 50 LLM improvements enabled efficient enforcement, identifying fraud signals like illegitimate payment info during account setup, preventing billions of policy-violating ads from being shown. A dedicated team of over 100 experts tackled AI-generated impersonation ads, updating policies and suspending over 700,000 accounts, resulting in a 90% drop in scam reports.
These efforts highlight ongoing commitment to ecosystem safety.
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AdjustHow are LLMs transforming mobile user acquisition? | Adjust
LLMs like ChatGPT and Gemini are reshaping mobile app discovery, with traditional search volume expected to decline 25% by 2026. These AI platforms act as answer engines, delivering direct app recommendations to users. For ad ops, this shift requires optimizing for LLM visibility through structured content and reputation management. While native ad formats are in early testing on platforms like Perplexity and Gemini, early adoption can secure high-intent placements. Marketers should track AI-driven traffic and align discovery strategies across ASO, SEO, and LLMs to stay competitive in an AI-first environment.
TikTokIntroducing TikTok Automotive Ads
TikTok Automotive Ads is a catalog-based solution for vehicle promotions, offering Inventory Ads (for dealers) and Model Ads (for OEMs). Powered by Smart+, it uses data signals and creative formats like Video+Product Cards and Multi-link Carousel to match users with vehicles. Early tests show 41% lower CPA for Inventory Ads and over 40% CPA improvement for Model Ads. The solution simplifies campaign setup and leverages TikTok's large in-market audience, making it a key tool for driving measurable results in automotive advertising.
TikTokIntroducing TikTok Messaging Ads: Where conversations fuel conversions
Messaging Ads on TikTok enable real-time conversations between businesses and customers via Direct Message or third-party apps like WhatsApp and Messenger. Benefits include shorter conversion paths, immediate lead qualification, and enhanced customer experience. Best practices include using Smart+ automation, replying within three minutes, and aligning creative with CTAs. Key results show up to 67% lower cost per conversation and conversion rates up to 22.5%. Available in select markets, these ads help drive measurable business outcomes.
AppsFlyerUnlock the value of web-to-app
Web-to-app strategies boost conversions by 77% and achieve 13.6% average paying user rate. Brands like adidas saw 2.4x higher ROAS from deep-linked users, while AirAsia improved bookings by 19%. Key challenges include measurement gaps, siloed teams, and onboarding friction. Solutions involve Google Ads Web-to-App Install and Web to App Connect with AppsFlyer Smart Banners and deep linking. Actionable steps: set tracking, import conversions, activate smart bidding, and deep link users.
MetaUsing the power of AI to reach customers wherever they are
Meta is investing in AI models like Andromeda to optimize ad performance. New omnichannel ads drive online and in-store sales, showing 15% lower CPA and 12% higher ROAS. Updates include simplified checkout for Shops ads, ads in Facebook notifications, and generative AI for virtual try-ons and text generation. Advertisers can request emails before promo codes and use site links on Instagram. These tools help capture demand and improve margins.
Liftoff(Vungle)Maximizing Conversions and ROI: Key Insights from Liftoff’s Non-Gaming Ad Monetization Trends Report
Non-gaming apps are increasingly adopting in-app advertising to diversify revenue beyond subscriptions, addressing subscriber fatigue. Key strategies include rewarded ads, triple-page ads, and gaming ads. Data shows 116% revenue growth on Vungle Exchange (Sept 2023-Oct 2024). Emerging markets offer high eCPMs. New ad placements like app open and in-line ads boost eCPMs significantly.
MetaAI Innovations in Meta's Ad Ranking Driving Advertiser Performance
Meta's latest AI innovations in ads ranking—GEM, Lattice, Andromeda, and Sequence Learning—significantly enhance ad performance by processing vast data for personalized targeting, unifying models for efficiency, increasing model complexity for better retrieval, and understanding user purchase journeys. These technologies improve conversion rates, ad quality, and relevance, offering advertisers more effective and efficient campaigns.
MolocoInside Moloco's CARA: the AI that compounds
The open internet presents unique challenges for performance advertising: fragmented identity, closed first-price auctions, and non-stationary supply. Moloco's CARA compound architecture tackles this with six integrated technical domains—Campaign Automation, Supply, Ad Recommendations, Bidding, Creative, and Signals—running on a unified ML infrastructure. Key insights for ad ops: the system continuously learns from every interaction, uses knowledge distillation to serve real-time predictions under 10ms latency, and validates improvements through rigorous live experiments. In 2025, 65 validated model updates reduced CPA by 17% and improved ROAS by 27%. The key takeaway: compound AI architectures that connect prediction, bidding, creative, and data can unlock measurable performance gains beyond walled gardens.
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