More Automation, More Opportunity. But Who’s in Control?

October’s Updates

Advertising platforms are doing more of the heavy lifting than ever. From choosing where ads appear to deciding how budgets are spent, automation is taking on a bigger role. But as platforms gain more control, where does that leave advertisers?

There’s no shortage of new tools promising smarter campaigns, better targeting and stronger results. The opportunities are growing, but so is the challenge of understanding what’s actually driving performance.

The real question is whether advertisers are using automation to their advantage or simply handing over the controls.

In Short: What Matters This Month

OpenAI is introducing visual ad formats within ChatGPT and expanding its measurement partnerships, giving advertisers more ways to reach users and understand campaign impact.

Google is expanding ads within AI Mode to additional international markets, with the UK planned for rollout, bringing conversational search advertising closer to wider adoption.

Google is also introducing new channel prioritisation and budget allocation controls, giving advertisers more flexibility over how automated campaigns distribute spend.

Meta is introducing premium advertising formats across Facebook and Instagram, offering brands new opportunities to secure attention during launches, events and cultural moments.

TikTok is expanding AI-powered shopping and automated Search Ads, strengthening its position as a full-funnel advertising platform.

Reddit is introducing enhanced lead generation capabilities, including automated campaigns, in-market audiences and CRM integrations.

For most advertisers, October’s updates reinforce a wider shift. Platforms are becoming more automated and more connected to commercial intent, but advertiser control, measurement quality and creative strategy remain essential to achieving meaningful performance.

Conversational Advertising Is Becoming More Visual

Business Impact

ChatGPT Ads is continuing to develop from an emerging advertising environment into a more sophisticated platform with greater creative and measurement capabilities.

For advertisers, this creates new opportunities to reach users during research, comparison and decision-making. Unlike traditional paid search, where users enter keywords and receive results, conversational advertising can reach people while they are exploring a topic or refining their requirements.

As visual formats and measurement capabilities develop, advertisers will have more opportunities to communicate their offering and understand how ChatGPT contributes to wider campaign performance.

OpenAI introduces visual advertising formats and expanded measurement

What happened

On 5 October 2026, OpenAI announced new visual advertising formats and expanded measurement capabilities for ChatGPT Ads.

The new format is designed to help users discover products and services through imagery showing product inspiration, real-world usage and experiences. Initial testing was scheduled to begin later in October with selected US advertisers, appearing during image generation for users on Free and Go plans.

OpenAI also announced expanded measurement partnerships, including integrations with Hightouch, Tealium and LiveRamp, alongside attribution and incrementality measurement partners.

These developments aim to help advertisers connect ChatGPT activity with existing conversion data and better understand the platform’s contribution to business outcomes.

Why this matters

This is another significant step towards ChatGPT becoming a more established advertising platform.

Visual formats create opportunities for advertisers to communicate more than a simple text message, particularly where imagery plays an important role in influencing consideration.

The measurement developments are equally important. As advertisers begin testing emerging platforms, understanding attribution, conversion quality and incremental performance will be essential when deciding whether to increase investment.

For advertisers already exploring ChatGPT Ads, these updates demonstrate that the platform is developing beyond initial campaign delivery and towards a more measurable advertising ecosystem.

What advertisers should be paying attention to

Advertisers should monitor the rollout of visual advertising formats and consider how existing creative assets could be adapted for conversational environments.

Conversion tracking, attribution and measurement integrations should also be reviewed as more capabilities become available.

This is a platform we have been actively testing and trialling since its launch, allowing us to understand how ChatGPT Ads operates in practice and where it may create future opportunities for our clients. By maintaining an early presence, we can continue testing available features, monitoring platform developments and adapting our recommendations as conversational advertising evolves.

Google Is Expanding AI Search Advertising Globally

Business Impact

Google’s continued expansion of advertising within AI Mode shows how search behaviour is becoming more conversational.

Users are increasingly asking detailed questions, refining their searches and interacting with AI-generated responses before deciding what action to take.

For advertisers, this creates new opportunities to appear during more complex research journeys, but it also means traditional keyword performance may become only one part of how search advertising is evaluated.

As AI Mode becomes available across more markets, advertisers will need to understand how broader intent matching and conversational search influence campaign delivery.

Google expands AI Mode ads to new international markets

What happened

On 28 October 2026, Google announced the expansion of ads within AI Mode to 10 additional countries, including Australia, Canada, India and Singapore.

Google also confirmed plans to introduce AI Mode advertising in additional markets during the fourth quarter of 2026, including the United Kingdom.

Alongside the international expansion, Google announced multiturn ads in the US, allowing sponsored placements to appear within follow-up questions during an ongoing AI Mode conversation.

Google stated that AI Mode searches are, on average, three times longer than traditional searches, reflecting the more detailed and conversational way users interact with AI-powered search.

Why this matters

This marks another step away from traditional keyword-led search advertising.

Rather than focusing only on an individual query, Google’s advertising systems are increasingly able to interpret broader context and user intent throughout a search journey.

For advertisers, this could create opportunities to reach users who are actively comparing options, asking follow-up questions or looking for more detailed guidance before converting. For example, the new ‘Your First Home Scheme’ launch has encouraged inquisitive searches and with AI max search term matching, we could naturally show up for long-tail queries asking about properties on offer under the scheme. 

The planned UK rollout is particularly relevant, as it brings these changes closer to advertisers operating in the domestic market.

What advertisers should be paying attention to

Advertisers should start preparing for AI Mode advertising as availability expands.

Search campaign structures, landing pages and ad assets should be reviewed to ensure they support more detailed and conversational search behaviour.

It is also important to evaluate your organic AI visibility and whether your site is crawler-friendly and your showing up on relevant AI platforms.

AI Max testing should also remain a priority where appropriate, helping advertisers understand how broader matching and AI-led optimisation affect query relevance, conversion quality and performance.

As reporting develops, advertisers should monitor whether AI-led search changes impressions, click-through rates and conversion paths

Google Is Giving Advertisers More Control Over Automated Spending

Business Impact

While Google continues to expand automation, it is also introducing more tools to help advertisers influence how campaign budgets are distributed.

This is particularly important for campaigns using multiple networks, where advertisers may have limited visibility or control over how spend is allocated.

The new controls create opportunities to prioritise stronger-performing channels while still allowing automated systems to explore additional placements.

For advertisers, this could provide a better balance between automated optimisation and strategic budget management.

Google introduces new channel prioritisation and budget allocation controls

What happened

On 14 October 2026, Google announced new channel prioritisation and budget allocation features across Search, Shopping, Performance Max and Demand Gen.

The optional controls allow advertisers to categorise specific channels or inventory as high or low priority.

High-priority channels receive budget first, within the campaign’s applicable bidding targets, while lower-priority channels can receive remaining budget.

Advertisers can also introduce spending limits for lower-priority channels, allowing them to test additional inventory without committing the same level of investment.

The features are being introduced through a phased global rollout.

Why this matters

This is a significant development in the relationship between automation and advertiser control.

Google’s automated campaign types have created opportunities to reach users across more placements, but advertisers have often wanted greater influence over where their budgets are allocated.

These controls give advertisers more flexibility to guide spending without removing the benefits of automated bidding and delivery.

For agencies and performance-focused advertisers, this could make it easier to balance proven channels with controlled testing opportunities.

What advertisers should be paying attention to

Advertisers should review current channel performance and identify where spend delivers the strongest conversion quality and return.

As the new controls become available, high-priority channels should be selected based on campaign objectives and performance evidence rather than assumptions.

Lower-priority allocations could be used to test additional inventory while limiting potential wasted spend.

Performance should still be assessed across the full customer journey, as some channels may support awareness and consideration rather than direct last-click conversions.

Meta Is Expanding Premium Advertising Opportunities

Business Impact

Meta is continuing to develop advertising formats that focus on reach, visibility and brand impact.

While much of Meta’s recent development has centred on AI-powered campaign automation, October’s updates show that premium advertising placements remain an important area of investment.

For advertisers planning launches, events or seasonal campaigns, these formats create opportunities to achieve concentrated visibility during important moments.

However, their value will depend on how effectively advertisers align media investment with clear creative messaging and campaign objectives.

Meta introduces new premium ad formats across Facebook and Instagram

What happened

On 15 October 2026, Search Engine Land reported on Meta’s new brand advertising formats across Facebook and Instagram.

The updates include Ads Super Burst, which allows brands to reserve concentrated advertising windows of between three and 24 hours, with optional category exclusivity.

Meta is also testing First Impression Ads in the US, allowing selected advertisers to secure the first advertising position users see when opening their Facebook Feed.

Reels Trending Ads have been expanded, giving advertisers more opportunities to appear alongside popular content across Facebook and Instagram.

Meta also introduced Aggregated View Time in early testing, designed to measure attention accumulated across multiple video exposures rather than evaluating individual views separately.

Why this matters

These updates demonstrate Meta’s continued investment in brand-led advertising alongside its performance offering.

For advertisers, premium placements could be valuable when generating awareness around product launches, major announcements or time-sensitive campaigns.

The expansion of Reels Trending Ads also reinforces the importance of cultural relevance and platform-native creative.

Aggregated View Time is particularly interesting because it suggests advertisers may eventually have more ways to evaluate cumulative attention, rather than relying only on individual video views or engagement metrics.

However, several features remain in limited testing or phased rollout, meaning availability will vary.

What advertisers should be paying attention to

Advertisers should consider whether premium placements could support major brand campaigns, launches or seasonal activity.

Creative should be developed specifically for the placement and audience, rather than simply repurposing standard performance assets.

Where available, advertisers should assess the cost of premium inventory against expected reach, brand impact and wider campaign objectives.

Reels Trending Ads should also be reviewed where relevant, particularly for brands looking to align with popular content and audience interests.

TikTok Is Connecting AI Shopping With Automated Search Advertising

Business Impact

TikTok is continuing to develop beyond an entertainment and discovery platform into a more complete advertising environment.

The platform is introducing tools that connect content discovery with active product research, shopping assistance and automated campaign delivery.

For advertisers, this creates opportunities to reach users at different stages of the customer journey, rather than relying only on awareness-led video campaigns.

The challenge is making sure creative, product information and tracking are strong enough to support these more conversion-focused experiences.

TikTok introduces AI Shopping Assistant and Smart+ Search Ads

What happened

On 6 October 2026, TikTok announced new AI-powered advertising and commerce tools at Advertising Week New York.

One of the key developments was Shopping Assistant, a conversational AI tool designed to guide users through product discovery and purchasing decisions.

The assistant can provide information about products, including sizing, availability, delivery and purchasing options, within a conversational experience.

TikTok also introduced Search Ads Campaigns powered by Smart+, using automation to support keyword selection, creative and campaign optimisation.

Additional creative tools were announced to help advertisers select, adapt and manage assets more efficiently within automated campaign workflows.

Why this matters

This shows TikTok strengthening its position as a full-funnel advertising platform.

Users are already discovering brands and products through creator content, but new search and shopping capabilities aim to connect that discovery more directly with commercial action.

For advertisers, the introduction of conversational shopping and automated Search Ads creates opportunities to capture stronger intent without relying exclusively on traditional search platforms.

It also reinforces the growing importance of creative quality. Automated systems can optimise delivery, but advertisers still need compelling content and accurate product information to influence purchase decisions.

What advertisers should be paying attention to

Advertisers should review whether TikTok Search Ads could support campaigns where users actively research products or services.

Smart+ automation should be tested against existing campaign structures to understand its impact on efficiency and conversion quality.

Creative testing should remain a priority, particularly across different hooks, formats, product messages and audience needs.

For e-commerce advertisers, product feeds and catalogue information should also be reviewed as TikTok expands its shopping and conversational commerce capabilities.

Reddit Is Developing Stronger Lead Generation Capabilities

Business Impact

Reddit is continuing to strengthen its position as a performance advertising platform, particularly for advertisers targeting users who are actively researching products, services and potential solutions.

The platform’s community-led environment makes it particularly relevant for high-consideration purchases, where users often seek opinions, comparisons and recommendations before making decisions.

October’s updates aim to help advertisers convert this activity into measurable leads and business outcomes.

For advertisers, the opportunity is to access high-intent audiences while connecting Reddit campaigns more closely to existing lead generation and CRM workflows.

Reddit introduces enhanced lead generation tools and in-market audiences

What happened

On 6 October 2026, Reddit announced expanded Lead Generation capabilities, including Max campaigns, new audience options and additional CRM integrations.

Max campaigns are now available for lead generation, using automation to optimise campaign settings and creative rotation.

Reddit also introduced in-market audiences in beta, helping advertisers reach users who are actively researching or considering purchases in relevant categories.

Additional measurement and audience partnerships were announced, alongside a HubSpot integration being tested in open beta.

According to Reddit’s internal data, advertisers using in-market audiences saw an average CPA improvement of nearly 7% compared with other first-party targeting options.

Why this matters

These updates move Reddit further towards a more complete performance marketing offering.

Reddit has historically been valuable for community engagement and reaching audiences during research and consideration. Its newer advertising tools aim to make that engagement more directly measurable through lead generation and conversion activity.

The introduction of in-market audiences is particularly relevant because it allows advertisers to target users showing stronger commercial intent within specific categories.

CRM integrations also create opportunities to evaluate performance beyond lead volume, helping advertisers understand which campaigns generate qualified enquiries and meaningful business opportunities.

What advertisers should be paying attention to

Advertisers should consider Reddit as a potential lead generation channel where users actively research, compare and discuss products or services.

In-market audiences and automated lead generation campaigns should be tested where available, with performance assessed against lead quality and cost per qualified enquiry. CRM integration opportunities should also be reviewed to improve conversion tracking and reporting.

Creative should remain relevant to Reddit’s community-led environment, focusing on useful information, genuine value and the questions audiences are already asking.

What To Watch Next

The priority now is to understand which platform developments are worth testing, which require changes to existing campaigns and which are not yet ready for wider investment.

For OpenAI, the next milestone is the wider rollout of visual ads and more advanced conversion measurement. Advertisers testing ChatGPT Ads should focus on establishing reliable performance benchmarks before increasing investment.

For Google, the planned UK rollout of AI Mode ads is the biggest development to prepare for. Advertisers should review landing page relevance, conversion tracking and AI Max performance now, rather than waiting until the new placements become widely available. Google’s new channel budget controls also offer an opportunity to test how greater spending control affects campaign efficiency.

For Meta, premium ad placements are worth watching for brands planning major launches or awareness campaigns. However, advertisers should assess their cost against measurable reach and brand impact before committing significant budget.

For TikTok and Reddit, the next test is whether their expanding search, shopping and lead generation tools can deliver qualified conversions at a competitive cost. Both platforms are strengthening their performance capabilities, but results need to justify investment rather than platform innovation alone.

The immediate priority is clear: prepare for Google’s UK AI Mode rollout, establish benchmarks for emerging channels and test new features against existing campaign performance before scaling spend.

What October Tells Us Overall

October’s updates reveal an important shift in the relationship between advertisers and advertising platforms. Platforms are taking on more of the execution, but advertisers remain responsible for analysing the data so performance can be taken to the next level.

Automation can now influence targeting, creative delivery, budget allocation and conversion optimisation. That makes the quality of the strategy behind a campaign more important, not less.

The biggest risk is treating every new feature as an opportunity that needs immediate investment. More placements and automated tools do not necessarily translate into better results.

For advertisers, the winning approach is to be selective. Invest in channels that demonstrate commercial value, use automation where it improves efficiency and maintain visibility over how budgets are being spent.

October’s biggest takeaway is simple: automation should support advertising strategy, not dictate it. The advertisers who benefit most will be those who know what to test, what to measure and when to take back control.

Need help?

Keeping up with platform changes is one thing. Knowing which updates will actually improve your campaign performance is another.

Whether you’re looking to improve existing campaign performance, explore new advertising platforms or gain greater control over your budget, our team can help you turn platform developments into measurable results.