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Meta

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    🚨 Ecomm and catalog advertisers on Meta, you may want to check your ad previews today.

    The transition from square to 4:5 vertical images is coming to catalog ads. You may have some weird crops if you were using overlays and images optimized for square viewing.

    Per Meta’s design specifications for carousel ads:

    The 4:5 aspect ratio is only available for Advantage+ catalog ads that are created using the carousel format and with product images from your catalog.

    Expect 4:5 to be the new default soon and prep your designers accordingly.

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    This EMARKETER podcast has me thinking…

    Was the best way to ban TikTok actually to make a US contingent pay boatloads of money to onshore it, inviting perceptions of censorship and eroding the advertiser base?

    Speaking of advertiser bases, time to zig while everyone zags to Meta.

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    LinkedIn is joining the modern dynamic ad movement:

    Advertisers can upload up to four images or videos at once and draft up to five headlines and descriptions that will automatically be mixed and matched to generate up to 64 unique ad versions in minutes.

    This is like Google’s responsive ads or Meta’s dynamic offering (if that still exists).

    LinkedIn will only deliver an ad once every 48 hours to a user, presumably this approach avoids that entirely.

    Of note, requires a minimum daily budget of $30.

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    TikTok Data Tracking: US vs China Changes

    The TikTok ownership transition provides an interesting comparison of data collection practices between the US and China (or at least this particular ownership group and whatever agreements they had in place to facilitate the sale).

    Here are the three biggest changes to TikTok’s privacy policy

    Adds Precise Location Tracking

    Previously this was just based on SIM card and IP signals, now GPS and location data is folded in.

    Now Tracks AI Interactions

    This is net new to the privacy policy, so it’s hard to tell what used to happen. Seems similar to most LLMs now.

    Expands Its Ads Network

    The Meta Audience Network play. TikTok will use the data it collects about you to deliver ads via its Ad Network on other sites and apps.

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    OpenAI is taking the Netflix approach to launching ads in ChatGPT and going for the premium price point from the jump

    From Adweek:

    OpenAI is asking select advertisers to commit at least $200,000 as it rolls out beta ads

    From The Verge:

    OpenAI is reportedly asking a high price to advertise on ChatGPT, around $60 per 1,000 views, or triple what ads on Meta’s platform usually cost

    It’s likely that these cost targets plus a long road to figuring out what works best means it’ll be a while until self-serve ChatGPT ads are available to most advertisers.

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    Meta clearly wants to own the new hardware platform: glasses.

    Really, really badly.

    But what if Snap’s Spectacles make more sense?

    Whereas Snap, which has really begun leaning into its identity as a messaging platform more than a social network, is really going to, I think put communication and sharing of communication between users at the heart of Spectacles and that is going to, I think, give it a purchase in a way that the Meta’s Ray-Bans have not.

    Meta’s apps are much more about consumption these days, how do glasses integrate with that paradigm?

    via EMARKETER

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    Welcome to dead week planning week!

    Reddit and mobile apps (Applovin’) are hot like Hansel with advertisers right now. There’s probably plenty of runway left for ad growth (unlike Meta), but the question remains:

    Should you zig or should you zag?

    via EMARKETER

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    After listening to Meta’s Alex Schultz on the Marketing Over Coffee podcast, I have two things I want to try figuring out for clients in 2026:

    • Influencer marketing / Brand Partnerships
    • Click to Message campaigns

    “Figuring out” looks different for each client. Time to experiment!

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    Is Meta listening?

    In early October I posted

    Meta needs to ditch the horizontal ad placements and replace that asset bucket with one for 4:5 in the ad builder

    Earlier today, when editing the “Right Column, Search Results” placement it now shows 1:1 as the recommended size (in the one account I’m in that I did this in, so YMMV).

    The main Feeds placement bucket still says 1:1 recommended, but it looks like it’s trying to default to a 4:5 size in the preview pane. So change may be afoot there as well.

    A crop and trim menu displays options for aspect ratios with 1:1 labeled as recommended
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    Creative became the new targeting. Now, creative velocity is becoming the performance bottleneck.

    It started with TikTok, where it was said creative had a 72 hour lifespan. Now Meta wants more, more, more

    According to Foxwell Digital, best practice is now:

    Every five to seven days, refresh your ad set with 5–10 new creatives that look and feel different.

    The other implication of that post is partner or die. If you’re not running partnership ads, what’s even the point? (is inferred)

    I say: follow your metrics (outside of Meta). Make your ads work for you, don’t work for your ads.

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