Meta’s Predictive Audiences expands
Meta’s Predictive Audiences are now widely available for lead generation campaigns. After a limited rollout, advertisers across sectors can now tap into AI-powered targeting that prioritizes users most likely to convert — not just click. By analyzing form completions, on-platform behavior, and post-click engagement, Meta is pushing lead quality to the forefront. For marketers managing large-scale acquisition funnels, this shifts the focus toward outcomes that matter further down the pipeline.
Amazon brings first-party data to CTV
Amazon has officially expanded its CTV ad targeting by integrating first-party behavioral data across Fire TV and Amazon properties. Advertisers can now build audiences based on what users browse and buy on Amazon.com, stream on Prime Video, or interact with through Alexa. As OTT continues to grow in media mixes, tapping into this kind of commerce-driven targeting opens new doors for performance at scale.
TikTok search ads gain traction
TikTok is quietly reshaping how search fits into the media mix. Their new keyword-based search ads are showing promising CTRs in early tests, placing sponsored results directly in the app’s search feed. For brands in retail, CPG, and even lifestyle services, this turns TikTok into more than a discovery engine — it’s becoming a legitimate intent channel with measurable lower-funnel potential.
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