☕️ Google keeps ad tech empire

Hi there, this is your daily ☕️ MarketingShot.

In today's MarketingShot:

⚖️ Google keeps its ad tech empire, must change how it operates

🏷️ YouTube will flag your undisclosed brand deals

🛒 Gen Z now trusts AI over friends to shop

🎯 ChatGPT Ads Manager just loosened its audience rules for you

🤖 Cap your AI agents before they overspend your budget

Plus: 💡 6 strategies & tactics, 🎁 6 other news & articles you might like, and 🧰 7 trending marketing tools.

• Federal judge Leonie M. Brinkema ruled Wednesday that Google can keep its advertising business rather than sell it, but the company must change its practices to favor competitors in the ad-technology market.
• The decision addressed only the remedy in a case dating to April last year, when a court found Google illegally maintained its ad-tech business; Brinkema's ruling gave no specifics on how the company should change.
• The Justice Department's 2023 lawsuit centered on Google's control over the ad-tech business, including its dominance over publisher ad servers, the AdX exchange, and advertiser networks that together gave it an illegal monopoly on digital ads.

• YouTube laid out four changes to how sponsored videos are declared and labelled today, including internal automated detection systems that will apply a disclosure label to videos where a creator did not declare a commercial relationship.
• The detection rolls out over the coming months and covers newly uploaded videos, with creators able to certify that a video contains no branded content and override a label they believe was applied in error.
• The rewritten policy renames the rules to branded content and adds manual controls at declaration, setting a minimum viewing age overall and per market, so a single upload can carry different age gates across countries.

• Research from Accenture Song finds that shoppers increasingly trust artificial intelligence over friends when choosing what to buy, with 74% of consumers overall and 85% of Gen Z trusting AI more than their best friend.
• The survey found 26% of consumers bought a more expensive product because AI raised their confidence, the same share increased their basket size, and 71% expect generative AI to influence at least half their spending next year.
• Younger shoppers led across measures, with 86% of Gen Z willing to use generative AI embedded in platforms and 66% open to letting an AI agent act completely autonomously for at least one stage of the consumer journey.

• OpenAI has relaxed the rules on custom audiences inside ChatGPT Ads Manager, letting advertisers use audiences below the 25,000 matched-user floor for exclusions, and lifting the ceiling so lists can now be built beyond 5 million members.
• The exclusion exception helps suppression lists, so an advertiser holding a few thousand recent purchasers, refund cases or churned accounts can keep them out of a campaign, since small removal lists do not concentrate targeting on identifiable people.
• Google Advertising ID, the resettable device identifier Android assigns, joins the supported matching types alongside emails and phone numbers, giving app advertisers a key that does not depend on holding a customer's contact details.

• Media agencies are finding that AI planning and buying tools only save money when watched closely, so they are building tracking and auditing systems to stop agents from hallucinating or burning through tokens too fast.
• Gartner found 56% of companies run AI tools without clear usage rules, and it predicts 60% of organizations using AI will hit cost overruns from a lack of usage tracking, a problem agencies are trying to head off.
• Dept uses an "AI gateway" that picks each model centrally after staff burned 1.5 million tokens in a day, while PMG's "Alli For You" caps daily token use per person, prompting reviews for people who keep hitting the limit.

Strategies & Tactics

Other news & articles you might like

• California lawmakers pass SB 690, cutting CIPA tracking lawsuits LINK

• Bazaarvoice launches AI visibility package for retailers LINK

• Marketers say usage rights are driving up the price to work with creators LINK

• Comscore tracks sponsored ChatGPT ads as hotel presence hits 24% in May LINK

• Chegg loses 61% of web visits as chatbots gain 90.82% YoY LINK

• Magnite gains 5,800 new live sports advertisers as spend rises 56% LINK

Trending Marketing Tools

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