Meta Introduces Engage-Through Attribution for Social Ads
Meta is changing how advertisers measure performance by introducing a new metric called engage-through attribution. Actions like likes, shares, comments, saves, and bookmarks will now be grouped into a dedicated engagement category, while click-through attribution will focus strictly on direct link clicks. For marketers investing in paid social, clearer visibility into engagement-driven influence could reshape how social performance and upper-funnel impact get reported.
YouTube Expands 30-Second Unskippable Ads on TV
YouTube is rolling out 30-second unskippable ads on TV platforms, adding to the existing six and fifteen-second formats. Google’s AI will dynamically determine when to deliver the longer ads, particularly on connected TV where viewing behavior resembles traditional television. For marketers leaning into CTV, the update reinforces YouTube’s positioning as a premium TV-style advertising environment.
The Trade Desk Could Help Power Ads Inside ChatGPT
OpenAI is reportedly in early talks with The Trade Desk about a partnership to help scale advertising within ChatGPT. Instead of building an ad ecosystem from scratch, OpenAI could tap into The Trade Desk’s programmatic infrastructure to distribute ads at scale. For marketers, that kind of integration could quickly turn AI chat environments into a new channel competing with social and search for media dollars.
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