Staying up to date with the latest news is a necessity as an advertiser. This month, there were important updates on ad suspensions, regulations, payment methods, and more. Find out the full details in this December 2024 digital marketing news.
1. Google displays double ads from advertisers
- A user, Anthony Higman, recently reported that Google has started displaying double ads from the same advertisers on the same result page.
- Ginny Marvin, Ads Product Liaison at Google, confirmed this by stating that it is an experiment.
- However, this update goes against Google’s policy which states, “We’ll show only one ad per account for a particular keyword.”
Source: Search Engine Roundtable
2. Meta introduces two new Business Suite tools
- Meta introduces two new analytics tools for Business Suite called Creative Freshness and Creative Mix.
- Creative Freshness provides valuable insights on new creatives weekly with a graph.
- Creative Max uses a pie chart to show percentage of money spent on media formats for your ads.
- Meta recommends using a combination of images and videos to increase conversion rates.
Source: Swipe Insight
3. Google updates policies to reflect ads ecosystem
- Google is updating its policies to reflect how users engage with technology and the Internet.
- The first update is the integration of privacy-enhancing technologies (PETs) such as confidential computing to help businesses target their audience better.
- It updates the requirements on data signals as well as prohibits ads that simulate operating system warnings to deceive users.
Source: Google
4. Yelp launches new AI discovery features
- Yelp has launched new AI discovery features for business such as the Review Insights.
- Review Insights uses Large Language Models to rank businesses from 1-100 based on customer reviews.
- They are also testing AI-stitched videos to generate engaging videos for local restaurants with real photos and videos.
Source: Yelp
5. Microsoft introduces household attribution on Invest and more
- Microsoft introduced household attribution on Microsoft Invest, allowing advertisers to track and match ads on multiple devices in a household or connected to the same IP address.
- Advertisers with end users must now send consent signals through Implement UET Consent Mode Transparency and Consent Framework v2.0 (TCF 2.0) or Google Tag Manager (GTM).
- Additionally, Microsoft will be pausing Store Visits for Microsoft Advertising (powered by FourSquare) from December 31.
- They will be pausing footfall measurement (powered by AdSquare) from January 1.
Source: Microsoft Advertising
6. Google makes Product Studio in 15 new countries
- Google’s AI feature, Product Studio, is now available in 15 new countries
- It is now available in the Czech Republic, Denmark, Finland, Greece, Hungary, Ireland, Mexico, New Zealand, Norway, Portugal, Romania, Slovakia, Sweden, Turkey, and Ukraine.
- Product Studio is effective for generating high-quality images, increasing resolution and removing unwanted backgrounds.
Source: Google
7. Google Merchant Center now allows users select payment method
- Google Merchant Center users can now select any of their accepted payment methods including digital wallets and Buy now, pay later.
- Users can access this by clicking on Business info > Accepted payment methods > Edit payment methods.
- Users can also recommend a new payment method to be added subject to review by clicking on “Add.”
Source: Swipe Insight
8. Perplexity expands publisher program
- Perplexity is expanding its publisher program to new members including Pris Media, Lee Enterprises, The Independent, Blavity, NewsPicks, Minkabu the Infonoid, Gear Patrol, MediaLab, DPReview, World History Encyclopedia, and RTL Germany brands NTV and Stern.
- Publishers will be sharing revenue from ads and getting performance insights as long as they do not make withdrawals.
- New York Times and Dow Jones will not be joining the program due to pending legal actions.
Source: Tech Crunch
9. Google sets new dating and companionships ads policy
- Google sets a new Dating and Companionship ads policy effective from March 2025.
- It will prohibit ads they promote underage dating; imagery or text on landing pages not representative of the users to whom the service markets itself; compensated companionship, dating, or sexual acts; exploitative dating; mail-order spouses and deceptive dating services
- It will also restrict ads that promote Hook-up, fling, or swinger dating sites; affair dating or infidelity services; sexual fetish dating; livestream or chat apps that feature nudity, partial nudity, or sexually suggestive content and racy content in ads or on landing pages.
Source: Google
10. Meta launches new traffic objective
- Meta launched a new feature that enables advertisers to run ads on Facebook and Instagram with a single traffic.
- This feature allows them to direct the traffic to both their Instagram and Facebook pages.
- Advertisers can now choose the ‘Send traffic to both your Instagram profile and Facebook Page’ option at the ad set level and set a default image for the overall campaign.
Source: Swipe Insight
11. Google language policy in Google Merchant Center
- Google is relaxing the language policy in Merchant Center by allowing some differences between the language in product feed and website.
- This language discrepancy is now allowed as long as most of the product data matches the feed language.
- However, the checkout process must be in the same language as the feed.
Source: Google
12. Microsoft introduces multi-format campaigns
- Microsoft introduces multi-format campaigns for Audience ads following its introduction in Performance Max.
- This new feature provides for more cohesive campaign management, easier budget management and continued flexibility.
- To use this feature, you have to pick a campaign goal and select Audience as campaign type.
Source: Search Engine Journal
13. Google updates Abusing the ad network policy
- Google’s Abusing the ad network policy now includes ads that point to destinations removed from Google Search as a violation of Google Search’s Spam Policies.
- Owners of such ads will receive a warning and will get suspension if not resolved after seven days.
Source: Google
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