Anna VoroninaMeta's embedding AI directly into ads, TikTok's is shifting users’ attention to Smart+ campaigns, and Google rolled out updates that will affect how you structure your next campaign. Updates are coming fast — but what should you actually do about them? Here's what changed in October and the moves you need to make on each platform.
Meta
October marked a fundamental shift in how Meta's ad delivery system works — this isn't incremental improvement, it's architectural change.
Meta rolled out major AI-powered advertising tools:
Business AI — Your personal AI assistant that handles customer consultations directly in ads, chats, and on your website. Think higher conversion rates without hiring more support staff.
Next-gen GenAI creative tools: Automatic music selection, voice dubbing, HDR enhancement, and personalized creatives with AI-powered virtual try-on capabilities.
Creator marketplace integration — Find influencers by performance metrics and convert their content into performance ads with a few clicks.
Meta AI Business Assistant — A chat-based helper living inside Ads Manager that troubleshoots account issues and suggests campaign optimizations 24/7.
What to do now:
- Go all-in on Advantage+ — These automated campaigns find your highest-converting audiences better than manual targeting ever could. Advantage+ Shopping and App Campaigns deliver consistently better ROI when you give them room to learn.
- Test the GenAI creative tools — Text Variations and Image Expansion let you spin up ad variations without a design team. Perfect for rapid A/B testing and quick creative iterations.
- Automate your video content — Use the auto-music and subtitle features for Reels and Stories. Higher engagement, less production time.
- Check your Lead Ads compliance — Meta tightened the rules. You now need explicit terms acceptance for each page running forms, custom questions must follow policy to the letter, and you can only use data for stated purposes. Get your legal ducks in a row or risk account issues.
TikTok
TikTok's pushing everyone toward full automation.
Smart+ is becoming the default ad campaign type with what TikTok calls improved control.
Symphony Automation cranks out creative variations for Smart+ campaigns at scale.
Enhanced offline tracking now includes CRM events, offline contact costs, and offline ROAS — finally closing the loop on real-world conversions.
Your action items:
- Upload creative volume — Give the system 10+ video variations to test. Different hooks, different formats, different angles.
- Connect your CRM — If you're not feeding offline conversion data back to TikTok, you're flying blind.
Telegram
Telegram's making serious moves. Pavel Durov announced an AI laboratory opening in Kazakhstan at the Digital Bridge 2025 forum in Astana — the lab, located at the Alem.ai International Center, is a joint project with Kazakhstan's supercomputer cluster. It's their first regional office and signals they're serious about becoming an AI-powered platform.
With nearly a billion active users, Telegram continues to enforce its advertising guidelines, requiring all ads to undergo review and comply with content policies.
What's coming:
AI-powered ad tools — Expect smart personalization, predictive analytics, and potentially blockchain-based buying through TON.
Better advertiser support — Regional offices mean better infrastructure for advertisers.
What you should do:
Hone your ad strategy now — Telegram's moderation is getting stricter. Small wording changes can mean the difference between approval and rejection. Make sure your landing pages and creative comply with their policies before you upload.
Google Ads
Google shipped several significant changes that affect how you should structure campaigns.
Call-only ads are gone — Transition to Call assets within Responsive Search Ads before Google forces your hand.
Demand Gen is now universal — Every advertiser gets access to this format, now supporting YouTube Reels, Shorts, and Discover. New AI creative optimization and funnel reporting make it easier to track the customer journey from awareness to purchase.
Dishonest pricing policy enforcement — Google's cracking down on misleading prices. If your landing page pricing doesn't match your ads, expect problems.
Display & Video 360 upgrades — Better AI optimization for creative and audiences, enhanced Brand Safety controls, and improved first-party data integration. You get more precision over where ads appear and better personalization using your own customer data.
Your moves:
- Migrate call campaigns immediately — Don't wait for Google to sunset the old format. Switch to Call assets in Responsive Search Ads and verify tracking works.
- Test Demand Gen — New creative formats, new video options, new funnel insights. Run experiments now while competition is still figuring it out.
- Audit your landing pages — Final prices, shipping costs, return policies — make sure everything's crystal clear. Google's watching.
Evido by Aitarget
October brought some exciting changes on our end. 💥
1. Flexible repeat payments
After your initial $500 deposit, add any amount you want. No more minimum payment restrictions for existing clients — ideal for agencies and SMB teams testing new channels or scaling fast.
2. Rebranding to Aitarget
Aitarget is the same platform you've been using — same familiar interface, same powerful features, same competitive rates for advertising. Nothing about how you work with us has changed. What's new is the name itself. Aitarget now serves as the umbrella brand that unites the entire Aitarget Group. This rebrand brings clarity and consistency across all our products and services, making it easier to understand how everything we offer connects under one ecosystem.
3. Meta Event in Warsaw: Where Innovation Meets Connection
Earlier this month, our team joined Meta and our clients for a two-day event in Warsaw — an inspiring mix of insights, innovation, and real human connection.
The conference focused on what’s next for digital advertising: AI-driven optimization, cross-platform measurement, and creative best practices that help brands grow smarter.
“It’s always inspiring to hear directly from the Meta team about where digital advertising is heading — and how we can use these tools to help our partners grow even faster,”— Ismayil Sadigov, Business Development Manager
Beyond the sessions, the real highlight was spending time with our clients — exploring Warsaw’s Old Town, visiting the Chopin Museum, and sharing conversations that reminded us why great partnerships go beyond campaign results.
The Big Picture
Platforms are going all-in on AI optimization, automation, and hyper-personalization — and the winners will be those who work with the algorithms, not against them.
Your competitive edge is creating quality creative faster, feeding systems better data, and staying adaptable when platforms change the rules.
The advertising landscape is shifting beneath your feet. This is your window to get ahead while your competitors are still figuring out the updates.
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