In May, Google introduced several new features and updates for advertisers to expand their reach. PayPal launched programmatic ads, and Instagram introduced Threads Ads. Find out more in this May 2025 digital marketing news.
1. PayPal launches programmatic ads
- PayPal announces it will start offering programmatic ads to clients on other publishers’ websites.
- The adtech giant estimates 30 million merchants and 400 million shoppers, promising users access to their data.
- They are testing the off-site ads with their first agency, Publicis Media.
Source: Adweek
2. Google introduces channel performance reporting to Performance Max
- Google introduces new reporting features, such as the Channel Performance page that offers a summary and data visualisation for conversion and customer engagement.
- Search terms reporting provides insights for the highest-performing search terms that users can create text assets with.
- Asset-level reporting provides insights into the highest conversions by displaying impressions, clicks and cost.
Source: Google
3. Google AdSense roll out ads in AI chatbots
- Google AdSense begins to roll out ads within chatbot conversations.
- The ad giant appears to be seeking new ways to capture its audience as OpenAI and Perplexity AI are penetrating the market.
- Amidst its antitrust law violation suit, Google continues to rake in billions, earning $198 billion in revenue in 2024.
Source: Bloomberg
4. Google launches AI Max
- Google launches AI Max for search ads, which uses predictive capabilities to foresee user intent.
- Brian Burdick, Google’s senior director of search ad automation, stated that the barrier to entry is low to enable easy toggling on and off.
- The asset optimisation feature uses Gemini to create texts for ads, such as titles and descriptions, tailored to the advertiser’s unique landing page, ads, and keywords.
Source: Adweek
5. Google to discontinue structured data files v7 by November
- Google announces it will be discontinuing Structured Data Files (SDF) v7 from November 4.
- Advertisers using this version have to upgrade to v7.1 or a higher version before the deadline to keep their campaigns.
Source: Search Engine Land
6. Instagram Threads introduces video ads
- Meta announces at the IAB NewFronts presentation that video ads are coming to Instagram Threads.
- They reveal that they will test the 19:9 or 1:1 video ad creatives in between organic content with a small group of advertisers.
- Meta also states that it is testing Reels trending ads, which will display next to trending Reels.
Source: TechCrunch
7. Google announces new data setup
- Google announces new tag gateway for advertisers to upgrade their tags and strengthen their measurement signals.
- Advertisers can use new diagnostics to set up and run smooth first-party data with AI.
- They are expanding their on-device conversion measurement using event data with the newly integrated conversion measurement:
Source: Google
8. Google introduces “Ads funded by” labels
- Google introduces a new “Ads funded by” label in the search results page.
- Searchers can see who paid for the ads following their updated ad transparency policy.
- This update will display the payment profile of verified advertisers if their name varies from the verified advertiser’s name.
Source: Search Engine Land
9. Google expands Search and Shopping ads in AI Overviews to desktop in the US
- Google is now making Search and Shopping ads in AI Overviews available on desktop in the US.
- They will also be expanding this ad feature to other countries later this year for better discovery for businesses.
- Google is also testing ads in AI mode, an AI feature that provides detailed answers to complex questions.
Source: Google
10. LinkedIn introduces Company Attribution in Revenue Attribution Report
- LinkedIn introduces Company Attribution in their Revenue Attribution Report (RAR) to help advertisers measure the impact of their campaigns.
- Advertisers can also connect this feature to the Companies Hub, which tracks the engagement of target companies with their brands.
- This feature is available globally to users by following a step-by-step guide.
Source: LinkedIn
11. Reddit launches Dynamic Products Ads to general availability
- Reddit is launching the Dynamic Product Ads to general availability since conducting the beta testing.
- DPA is effective for using analytics to match Reddit users to products in business catalogues based on their shopping journey.
- Reddit reveals that the ad feature delivered an average of +94% higher ROAS in Q1 2025 than Q3 2024 for advertisers with campaigns active in both quarters.
Source: Reddit
12. Google Ads graphs now include explanations
- Google Ads graphs and charts now has explanations for your performance changes such as in conversion rates.
- It offers detailed insights on cost increases, changes of ad groups or changes in campaign’s keyword.
- It also features a summary of the non-driver of the cost increase.
Source: Search Engine Roundtable
What is there to take away?
As business owners running digital ads, it can be a challenge to keep up with the constant changes in digital marketing. But not when you follow Primeclick media. Follow Primeclick Media on Facebook, Instagram, Twitter and LinkedIn so you will never miss a thing!
