It has been a busy week in the world of paid media! Here we round up all of the latest news and releases from Google and other ad platforms. Continue reading to learn more about how Google’s AI will impact your advertising and much more.
Google Hotel Ads Commission Bidding Sunset Deadline Extended
Google has extended the deadline for phasing out commission-based bidding in its Hotel Ads campaigns to February 2025. This gives hotel advertisers more time to transition their bidding strategies, ensuring campaign performance isn't disrupted by the shift. Advertisers should prepare by adjusting current campaigns and considering new options like Performance Max for travel goals. The reconciliation of commissions will be available until November 2025, allowing businesses to complete any outstanding payments within this period.
Google Ads API v15 Sunset
Google has announced the upcoming sunset of Google Ads API v15, encouraging developers to migrate to newer versions to leverage improved functionalities and features. This change is part of Google’s regular updates aimed at enhancing API efficiency and integration capabilities. Advertisers and developers using API v15 should transition to ensure continued access to Google Ads services and to take advantage of the enhanced tools available in the newer API versions.
YouTube Tests Longer Ad Breaks on Connected TV (CTV)
YouTube is experimenting with longer ad breaks on Connected TV (CTV) to improve the viewing experience by clustering ads together rather than spreading them throughout a video. This move aligns with TV advertising models and aims to minimise interruptions. YouTube's testing is part of its ongoing efforts to refine its ad strategies, balancing viewer experience with advertiser needs. Advertisers should monitor these changes as they could impact how ads are structured and viewed on CTV platforms.
These updates from Google and YouTube reflect the ongoing evolution of digital advertising strategies. Google’s extensions and sunsets in their ad tools, coupled with YouTube’s ad experiments, highlight the industry’s shift toward optimising user experience while maintaining effective advertising solutions. Businesses and advertisers should stay informed and adapt to these changes to maintain competitive and effective campaigns in the digital space.