Anna VoroninaAugust brought a wave of marketing updates that signal where paid media is heading: more automation, less manual control, and a sharper focus on performance. Meta and Google leaned further into AI-driven optimization. TikTok tightened the rules around transparency and off-platform links. Telegram quietly positioned itself as a more serious player for advertisers.
These changes aren’t just feature tweaks—they’re shifts in how platforms want you to advertise. Whether you're managing budgets across channels or refining your creative strategy, staying aligned with these updates will help you keep your edge—and your ROI.
Here are ten paid marketing updates from August that matter.
Meta: a push for simpler, more automated ad buys
Meta delivered four game-changing updates in August that will reshape how you advertise on Facebook and Instagram.
Value rules go universal
The update: Meta's "Value Rules" feature expanded to all advertisers and campaign objectives. Now you can bid higher for your most profitable audience segments—adjust bids by age, gender, location, or device to chase revenue, not vanity metrics.
What this changes for advertisers:
- Improve ROI by focusing ad spend on high-value segments
Creative testing gets simplified
The update: The new Creative Testing tool in Ads Manager lets you run 2-5 ad variants within a single ad set for up to 30 days. Meta automatically identifies your top performer based on CPC, CPA, or purchase costs—no more splitting campaigns or manual tracking.
What this changes for advertisers:
- Eliminate the complexity of managing multiple campaigns for A/B testing
- Get definitive creative winners faster without manual data analysis
- Test more creative variations with less campaign structure overhead
Detailed targeting options being phased out
The update: By January 2026, Meta will remove many detailed targeting options, pushing advertisers toward AI-driven broad targeting. Their data shows 5% more conversions on Instagram and 3% on Facebook with automated targeting.
What this changes for advertisers:
- Prepare to lose granular audience control—start testing broad targeting now
- Rely more on creative quality and landing page optimization since targeting precision decreases
- Embrace Advantage+ campaigns or risk being outperformed by competitors who adapt faster
TikTok gets tough on e-commerce transparency
The update: New Community Guidelines require all sponsored e-commerce content to use TikTok's built-in disclosure tools, while content driving users off-platform gets buried in the algorithm.
What this changes for advertisers: If you're not using TikTok Shop Ads, your content will get less visibility when you try to drive traffic elsewhere. Smart advertisers will see this as an opportunity to fully embrace TikTok's e-commerce ecosystem, potentially reducing external conversion friction while gaining algorithmic favor.
Google gives unprecedented visibility and control across their platform
Shopping campaigns get audience exclusions
The update: Google added audience exclusions to Shopping campaigns, letting advertisers filter out specific segments from seeing their product listing ads.
What this changes for advertisers:
- Stop wasting spend on irrelevant audiences in Shopping campaigns
- Improve click quality by excluding segments that don't convert
- Apply the same audience refinement tactics you use in Search to your product ads
Performance Max transparency arrives
The update: Google added channel-level reporting to Performance Max campaigns, showing exactly how your budget splits across Search, YouTube, Display, and other networks. You can now compare PMax performance across multiple campaigns at the account level.
What this changes for advertisers:
- End the guessing game on where your PMax budget actually goes
- Identify which channels drive your best results and optimize creative accordingly
- Make informed decisions about PMax vs. single-channel campaigns based on real data
Search partner network goes transparent
The update: Google enabled full placement reporting for the Search Partner Network, showing advertisers exactly which third-party sites displayed their search ads.
What this changes for advertisers:
- Audit every site where your search ads appear and exclude poor performers
- Ensure brand safety by removing placements that don't align with your standards
- Optimize search partner performance based on actual site-level data instead of blind trust
iOS App campaigns level up
The update: Google introduced target-ROAS and maximize conversion value bidding for iOS App Install campaigns. They also added on-device conversion measurement using aggregated data to work around Apple's privacy restrictions.
What this changes for advertisers:
- Access advanced bidding strategies previously unavailable for iOS app campaigns
- Get more accurate conversion data on iOS despite Apple's privacy limitations
- Improve user acquisition efficiency with better optimization and measurement tools
Telegram is creating a high-value environment for advertisers
The update: Telegram released Bot API 9.2 with advanced channel monetization tools in addition to the suite of organic features including Public Post Search, Story Albums, and Profile Rating badges we covered last month. Notably, it added methods for bots to approve or decline “Suggested Posts” (user-submitted posts to channels) and flags to identify paid posts.
What this changes for advertisers: This update enables channel admins to automate and safely manage sponsored content. It also makes it easier for advertisers to collaborate with Telegram channel owners.
Evido by Aitarget expands into Snapchat
The update: Advertisers can now Snapchat ad accounts directly through our platform. Running ads on Snapchat opens access to a younger, hard-to-reach audience with native-feeling formats like AR lenses, masks, and dynamic ads.
What this changes for advertisers: Snapchat becomes easier to access as part of a multi-platform strategy, with the added benefit of localized support, cashback incentives, and campaign pre-moderation to ensure smoother launches.
August 2025 will be remembered as the month advertising got simpler and more complex at the same time. Simpler because AI handles the heavy lifting. More complex because success now depends on playing by each platform's evolving rules while maintaining performance across all of them. The advertisers who master this balance won't just survive the changes—they'll profit from the chaos while others scramble to catch up.
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