TikTok’s new ad solutions, Google Ads’ data retention policy, and Snapchat’s latest ad placements, on this week’s Marketing Minute.

TikTok continues to expand its advertising toolkit, launching automated performance solutions and retail optimization features, at a time when TikTok faces scrutiny in the U.S. over its impact on kids and social media addiction. As the platform innovates for advertisers, it remains essential for brands to balance performance with responsibility. For marketers, this means leveraging TikTok’s advancements while being mindful of potential ethical concerns.

Google Ads announced an 11-year data retention policy, a significant shift in how advertisers can access historical data, offering brands an extended view of campaign performance and enabling more strategic planning and optimization. For marketers, it means deeper insights into trends and the ability to refine long-term strategies.

Snapchat has introduced two new ad placements, bringing ads directly to the Chats tab, integrating ads into more intimate user interactions, and providing brands with an additional way to reach highly engaged audiences. Marketers can capitalize on this by positioning brands within more personal moments of the user experience.