Meta Enhances Ads Yet Again

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PERFORMANCE MARKETING

📈 Meta Enhances Advantage+ Campaigns with Advanced Insights and Targeting

Meta's Advantage+ Shopping Campaigns now feature targeting for "engaged audiences"—those interested but yet to purchase. This allows the creation of custom audiences for precise re-engagement. Marketers can segment and optimize ads based on detailed reporting, enhancing ad efficacy. With proven results like a "+17% improvement in CPA" and "+32% increase in ROAS".

🛒 Walmart Connect Now Accessible to Small, Diverse Advertisers

Walmart Connect expanded to non-endemic and international marketers, with new features like search ads for competitor brands and enhanced in-store sales tracking. After a 28% revenue increase in 2023, Walmart aims to boost ad revenue, leveraging its sizable retail media network, potentially driving up advertising costs due to increased demand.

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ARTIFICIAL INTELLIGENCE

🤖 Perplexity AI plans to Monetize with Ads

Perplexity, an AI search engine challenging Google, is introducing ads after raising $73.6 million in Series B funding. It will embed native ads in related questions, ensuring "brand safety" and relevance. Founded by Meta and OpenAI alumni, Perplexity merges advertising with its service, maintaining its vision of an "advertising-driven model" while prioritizing user and advertiser trust.

🤖 OpenAI Removes ChatGPT Free Version Login Requirements

OpenAI announced unrestricted ChatGPT access without signup in select regions, aiming to widen AI engagement. This shift targets increased adoption and data collection, amid concerns over the less accurate GPT-3.5 model and its potential for misuse. OpenAI introduces extra content safeguards and emphasizes its mission, stating, "It's core to our mission to make tools like ChatGPT broadly available so that people can experience the benefits of AI."

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