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When growth is often measured at the last click, you’re paying to compete for demand that was created somewhere else.
Reach people in the purchase planning phase before your competitors know these customers even exist.
With high-intent Pinterest signals on Performance TV you can reach audiences earlier where they watch the most.
1️⃣ Meta rebuilt its ad engine with 4 new AI systems
Meta announced four AI upgrades running behind the scenes in every ad auction. GEM finds better matches for your ads across trillions of signals. Lattice replaced many small models with one big one — ad quality up 12%, conversions up to 6% higher.
Andromeda picks the best creatives from your library and improved ad quality by 8%.
Sequence Learning tracks what users do before and after seeing an ad, already driving a 3% conversion lift.
Source: Facebook
My take: All these numbers sound great. Let’s see these in practice on each and every account.
2️⃣ Creative variety is now more important than targeting
Meta published a guide saying it plainly: diverse creatives are how you reach different audiences now, not narrow targeting.
Advantage+ Sales campaigns show 9% lower cost per result.
Advantage+ Creative delivers 11% higher CTR and 7.6% higher conversions on average.
Source: Meta
My take: As I said in earlier issues, Meta introduced a lot of improvement to tracking and performance. I just pray that too many changes will not ruin the ad platform.
3️⃣ Instagram API: partnership labels, save/share metrics, and a like tool
You can now add paid partnership labels through scheduling tools, no more doing it manually in the app.
New fields track reposts, saves, and shares. A new Like API lets third-party tools like posts and comments on your behalf.
Source: Meta
My take: The partnership label fix is the real win here. Forgetting to label influencer posts is an FTC issue, not just a workflow problem. The save and share metrics are also useful. Meta's reporting has always been weak on those.
4️⃣ You can now manage Meta ads from Claude and ChatGPT
Meta launched Ads AI Connectors in open beta on April 29. It's a tool that connects your ad account to AI tools like Claude or ChatGPT. You can pull reports, create campaigns, and check your tracking, all in plain language.
No code needed, setup takes about 10 minutes.
Source: Meta
My take: From banning ad accounts for using third-party AI tools in Ads Manager, to actually creating a connector. Big step. FYI, I still would let AI do my campaigns without me checking them manually.
5️⃣ China blocked Meta's $2B AI deal — Meta has to give it back
Meta bought Manus, an AI startup, for $2 billion in December 2025 and brought their team in-house. China's government stepped in and ordered the deal reversed. Meta has a few weeks to return everything to how it was.
Source: Wall Street Journal
My take: My guess is this is why Meta officially launched the AI Connector. Bye-bye Manus.
6️⃣ OpenAI is building an ad business — and moving fast
OpenAI is expanding its ChatGPT ads pilot to 5 new countries: UK, Brazil, Japan, South Korea, and Mexico.
They launched a self-serve ads manager. The person running the whole thing is a former Meta ads executive.
OpenAI's goal: $2.5B in ad revenue soon, $100B by 2030.
Source: Adweek
My take: What happened to Sam Altman? “Ads are a last resort for Open AI”. You are rolling out the ad platform to every market like a Covid spread.
That's it for today.
See you in two weeks with the latest.
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