Anna VoroninaForget summer vacation—July was a month of non-stop change for digital advertisers. Meta cracked open their AI black box. Instagram posts now show up in search engines. Google turned Gmail into a shopping mall. And Telegram wants to be the next ad platform.
We've pulled together the platform updates that could actually move the needle on your performance campaigns:
Meta
Fine-tune your ads: see AI creative breakdown in Ads Manager
On July 11, Meta added a Creative breakdown in Ads Manager, giving visibility into performance of individual assets. Previously, Flexible Format ads and AI-generated images were a “black box.” Now advertisers can see which image/video performs best.
Why it matters: Brands can make data-driven decisions — pausing weak creatives, validating AI variants, and refining strategy.
Get found: Instagram content indexed by search engines
In mid-July, Instagram notified users that public posts will be indexable by search engines. While indexing had already existed in some regions for a couple of years, July marked a global expansion.
Why it matters: Public Instagram posts, reels, and profiles may now appear in Google search results like webpages. This creates an SEO opportunity for brands. For example, a restaurant’s reel could rank for “best brunch in [City]”. Marketers should optimize captions and alt-text with relevant keywords. The downside is that brands must be more mindful of public posts.
Boost reach with Instagram’s latest creator tools
Trial Reels Expansion
Now available for all public accounts with 1,000+ followers. Trial reels allow creators to test a reel with a small non-follower audience before publishing widely. 80% of early testers gained more reach.
Why it matters: Brands can A/B test reels content, posting only high-performing versions. This makes organic and paid reels more effective.
Edits App Improvements
Instagram’s Edits tool for reels added features like teleprompter, voice effects, new fonts, and an “Ideas” tab.
Why it matters: This signals Meta’s continued focus on short-form video—brands should leverage reels with trending audio and native edits for maximum impact.
TikTok
Optimize ads with first-party data: use engaged session targeting
TikTok piloted engaged session, a tool that lets advertisers retarget or optimize for users who click an ad and then spend 10+ seconds on the landing page or perform meaningful actions. Available under the Traffic objective, it measures post-click quality without relying on pixels.
Early results: ~46% lower cost per engaged session and 13% lower bounce rate compared to standard landing-page click campaigns.
Why it matters: Advertisers gain a way to optimize for deeper funnel actions, bridging on-platform engagement with off-platform behavior. It mitigates signal loss from tracking restrictions by using TikTok’s own data. The feature was expected to roll out widely by late July. This follows an industry trend (also seen at Meta) toward first-party measurement of user quality beyond the click.
Elevate LIVE strategy: prioritize brand goals over gift solicitation
TikTok updated its Live Gifts policy:
- Only users 18+ can send or receive gifts.
- Creators are forbidden from soliciting gifts (verbally or via prompts like countdowns or “gift goals”).
Violations can lead to reduced reach or loss of gifting privileges.
Why it matters: Sponsored live streams must focus on content value and interaction, not gift requests. For advertisers running product launches or influencer Q&As, hosts should drive viewers to actions like visiting a site or following an account instead. While this may lower immediate gift revenue, it makes streams less spammy, potentially attracting more viewers and improving branded live campaigns over time.
Google Ads
Embrace demand gen to boost conversions
In July, Google completed the phase-out of Video Action Campaigns (VAC), automatically upgrading them to Demand Gen. Demand Gen campaigns run across YouTube, Discover, and Gmail, supporting both video and image ads. Google claims this multi-format approach can deliver up to 20% more conversions at a similar CPA.
Why it matters: Advertisers should revisit old video campaigns—now Demand Gen—with new settings and creative needs. Adding images alongside video taps into Google’s display inventory (Discover, Gmail). Expect short-term volatility but long-term benefits by embracing Demand Gen’s full-funnel approach.
Turn Gmail into a shoppable inbox
Google tested a shopping-style Gmail ad format in the Promotions tab. A single lead product expands into a carousel showing multiple items with images, names, prices, ratings, and labels like “Free shipping.”
Why it matters: Gmail becomes a shoppable inbox experience, blending Google Shopping with Demand Gen targeting. For e-commerce and DTC brands, this creates a high-intent channel inside email. Advertisers should ensure Merchant Center feeds (images, prices, ratings) are accurate. Compelling product visuals and promotions will drive better CTR and conversions.
Build a loyal YouTube audience with "follow-on views" ad optimization
Google added a new goal for YouTube Engagement campaigns: follow-on views. Ads can now optimize toward users who are likely to watch more videos on your channel after the ad.
Why it matters: Brands can target viewers who not only watch the ad but also consume more content, building loyal audiences. Ideal for content-heavy brands that showcase tutorials and product demos. Caveat: it may favor niche binge-watchers, not direct site converters—so use when deeper engagement is a KPI.
Measure your true brand impact
Google is testing Branded Searches as a conversion metric. It records when someone who saw your ad later searches for your brand on Google or YouTube within 30 days.
Why it matters: This gives advertisers visibility into brand lift from ads, not just direct conversions. Example: 100 direct conversions + 500 branded search conversions = strong latent demand. While not yet usable for bidding, it’s valuable for evaluating campaign ROI and comparing awareness tactics.
Telegram
Turn subscribers into an additional revenue stream
Telegram introduced Suggested Posts, letting subscribers submit content to channel owners. Creators can charge via Stars or Toncoin, with owners able to edit or reject submissions.
Why it matters: This creates a new native, scam-free channel for sponsorships and affiliate content, fully processed in-app. Brands can partner with communities authentically, but impact depends on channel owners’ approval and content quality.
Capture viewers' attention with Telegram's new video banner ads
Telegram launched a video banner ad format: a text banner (up to 160 characters) that appears 5 seconds into channel videos, dismissible after 9 seconds, auto-closing at 30. Banners can’t reappear more than once every 2 minutes and are currently available only via agency partners.
Why it matters: Brands get a new immersive, high-engagement ad slot inside videos. CPM benchmarks reported around €1–1.3. Advertisers should use concise, strong CTAs. Though self-serve is not yet available, this signals Telegram expanding premium ad inventory.
Expand your reach and organize your content
Several organic updates boost content discoverability:
- Global Post Search: Premium users can search across all public channel posts.
- Story Albums: Channels can group Stories into themed albums/playlists.
- Profile Rating: Visible trust scores based on successful Stars transactions.
Why it matters:
- Brands gain reach beyond subscribers as posts become searchable.
- Story Albums enable curated storytelling and product showcases.
- Profile Ratings help advertisers identify reliable collaborators for monetized interactions.
Evido by Aitarget updates
Connect Google Ads and prepare for powerful performance campaigns
We’ve opened the doors to Google Ads inside Aitarget. A dedicated section is live in your profile — here’s how it looks in action:
From search and display to YouTube and DV360, you can now manage powerful Google solutions through Aitarget, with transparent spend, easier payments, and real support whenever you need it.
Scale your ad creatives with dynamic templates
With dynamic templates, you no longer need to design every creative from scratch. Evido connects your product feed with ready-made layouts that automatically adapt images, prices, discounts, and CTAs. This means your ads stay fresh and personalized at scale — whether you’re running 50 products or 50,000.
Use overlays, stamps, and localized versions to match different audiences, while keeping brand consistency across campaigns. Dynamic templates not only save hours of manual work but also boost performance by showing the right offer to the right customer at the right time. Sounds like something you might benefit from? Contact our team.
Streamline your workflow with our API
Our API unlocks automation and seamless integration with your performance marketing workflows. Instead of handling accounts, transactions, or requests manually, you can connect directly to our platform and run these processes programmatically.
This is especially powerful if you manage multiple accounts or high volumes of campaigns — the API helps you stay efficient, reduce repetitive tasks, and focus on strategy rather than routine operations. Get in touch to set it up.
All these updates favor advertisers who test fast and kill bad campaigns faster. The platforms are giving us the data and the to make smart decisions — let's use it.
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