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1️⃣ ChatGPT Ads Expand Across 31 European Countries
Starting August 24, OpenAI began showing ads inside ChatGPT to Free and Go plan users across 31 European countries, taking its ad business to 40 markets total just six months after the US test began.
Self-serve Ads Manager access is expected later this year; for now, brands reach it through OpenAI's ads team or partners.
Source: OpenAI
My take: Meta finally has real competition for ad dollars, and it's not TikTok. I don't have access yet, but the moment self-serve opens up in Europe I want to test it 👀
2️⃣ Meta AI Now Analyzes and Optimizes Your Ads
Meta AI can now connect directly to a business's Ads Manager and Google Workspace data to analyze campaign performance, flag weak creative, recommend budget changes, and generate reports through conversation.
It started rolling late August across web, mobile, and desktop, aimed mainly at small businesses for now.
Source: Search Engine Land
My take: I'll believe the "flags weak creative" part when I see it catch something my own workflow doesn't.
3️⃣ Meta Adds Security Controls for AI Ad Connectors
Meta added new security controls to Ads AI Connectors, the official MCP server that lets Claude, ChatGPT, and Perplexity manage ad accounts. Advertisers can now opt in specific Pages and Instagram accounts one at a time instead of exposing the whole business portfolio, and a new "Ads MCP Server" panel in Business Settings controls access to close to 100 individual tools.
Source: Jon Loomer
My take: About time. Handing an AI assistant your entire business portfolio just to read one account's numbers never sat right with me. Scoping it down to specific Pages and accounts is the boring security fix that actually matters.
4️⃣ Meta Removes Placement Controls From Ad Sets
Meta is testing the removal of placement exclusion controls, meaning platform, device, and operating system, from ad sets running Sales or Leads objectives. Advertisers can no longer opt out of specific placements like Facebook search results or in-stream Reels ads, leaving value rules as the only lever left to influence delivery by placement. It's a limited test with no announced timeline, and sensitive verticals are excluded for now.
Source: Jon Loomer
My take: Another manual control quietly disappearing under "let AI decide." If it stays limited to Sales and Leads for now, fine, but exclusions existed for a reason, and a value rule isn't a real substitute for blocking a placement outright.
5️⃣ Meta Tests Auto-Reply to Ad Comment Keywords
Meta is testing a "Reply to Keywords" feature inside Instagram ad setup that automatically sends a DM when someone comments a chosen keyword on a promoted post. Advertisers can pick up to five keywords, each triggering its own auto-reply message. It's Instagram-only for now, with no confirmed wider rollout.
Source: Jon Loomer
My take: This is actually one I'd use. Comment-to-DM already works great as a manual tactic, so baking it into the ad setup itself removes a tool from my stack. Just wish it wasn't Instagram-only yet.
That's it for this week.
See you in two weeks with the latest Meta news.
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