Jeremy Packee and Emily Anderson break down March’s biggest paid media updates, including OpenAI’s shift away from experimental tools like Sora and Meta’s continued push into AI-powered campaign management with Manus. They also explore Google’s expanding Performance Max capabilities, new cross-channel budgeting tools in Google Analytics, and Apple’s long-awaited move into ads within Apple Maps.

The episode highlights major changes to attribution, increased visibility and control within automated campaign types, and the growing role of AI across reporting, creative, and media buying workflows. As automation accelerates, the hosts emphasize the continued importance of human strategy and oversight.

Biggest Shift

Biggest Platform Signal

New Feature to Test

Control Upgrade

Creative Reality Check

• Meta is expanding Manus AI into Ads Manager and the Instagram Creator Marketplace

AI is becoming deeply embedded across every major platform—but it’s still not ready to replace human decision-making. The opportunity isn’t in handing over control—it’s in knowing where these tools can actually improve efficiency without sacrificing strategy.

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Meta Embeds Manus AI Into Ads Manager

Meta has begun embedding its Manus AI assistant directly into Ads Manager, allowing advertisers to analyze campaign performance conversationally within the platform. While early tests show potential, the hosts caution that advertisers should treat these tools as assistants rather than autonomous strategists.

Jeremy Packee and Emily Anderson break down February’s biggest paid media updates, including Meta’s push deeper into AI-powered campaign management and Google’s major change to budget pacing tied to ad scheduling. They also discuss Google’s expanding AI-powered commerce ecosystem, new bidding options for acquiring first-time customers, and emerging AI tools transforming creative production.

The episode also explores Google’s Nano Banana 2 image model and the new Pomelli Photoshoot tool, which can transform simple product images into studio-style marketing assets. The hosts close with a rapid-fire roundup of updates across Google, Microsoft, Instagram, X, and the evolving AI search landscape.

Biggest Watchout

New Feature to Test

Creative Shift

• Google continues expanding conversational search and brand agents within the SERP

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OpenAI Tests Ads in ChatGPT

• Ads rolling out to Free and Go users in the U.S.
• ~$60 CPM chatter for high-intent queries
• Strict privacy guardrails emphasized
• Relevancy and user trust will determine long-term viability

TikTok Smart Plus + Platform Updates

• Smart Plus automation reduces manual setup
• TikTok One centralizes creator tools and production
• Pulse Suite expands premium adjacency options
• Market Scope introduces deeper first-party analytics

Google’s Agentic Commerce Push

• Universal Commerce Protocol (UCP) standardizes AI-to-retailer communication
• AI Mode and Gemini enable direct checkout within the interface
• Branded AI agents and in-AI offers reshape the purchase journey
• Structured product data becomes increasingly critical

Other Platform Updates

• Google expands PMax controls and budget options
• Microsoft introduces Copilot checkout
• Pinterest highlights Gen Z’s pushback against algorithmic sameness

Super Bowl AI Ad Reactions

• OpenAI: “You can just build things” — inspirational but abstract
• Anthropic (Claude): Anti-ad positioning with humor
• Google Gemini: Emotional, practical demonstration of real-world AI use

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In this special December episode, Jeremy and Emily look back at the most important paid media and AI trends of 2025 and share predictions for where digital advertising is headed in 2026.

Top takeaways

2025 Paid Media & AI Trends

AI and automation became the default

• AI-driven campaign types and optimizations are now standard across platforms.
• Advertisers increasingly need to opt out, rather than opt in, to automation.
• The strongest teams are using AI as a productivity multiplier, not a replacement.

Generative creative moved into ad platforms

• Platforms now auto-generate images, videos, backgrounds, and formats.
• Creative diversity and speed matter more than perfect one-off assets.
• Quality has improved significantly, but human oversight is still critical.

Ads entered AI-driven search experiences

• Google began surfacing ads inside AI-powered search results and AI Mode.
• Adoption is still early, but signals a major shift in how search ads appear.
• Advertisers should prepare for new placements and evolving click behavior.

Measurement evolved beyond last click

• Incrementality became a major focus in 2025.
• Meta introduced incremental conversion reporting and attribution views.
• Platforms are acknowledging that not all conversions are truly incremental.

AI assistants became mainstream

• AI tools are now widely accepted in meetings, workflows, and platforms.
• Note-taking, reporting, and analysis have become faster and more efficient.
• Ad platforms are embedding AI assistants to guide optimization and insights.

2026 Predictions

Ads inside AI assistants are coming

• ChatGPT and Gemini are expected to introduce ads as they become more mainstream.
• Relevance and restraint will determine user acceptance.

More automation, personalization, and conversational commerce

• Shopping will shift from keyword-based searches to intent-driven conversations.
• Brands will increasingly interact with customers through AI chat experiences.

Short-form video continues to dominate

• Vertical video remains the priority across platforms.
• Creative should be built mobile-first, then adapted to other formats.

CTV and brand-led advertising keep growing

• Top-of-funnel investment continues to rise.
• Brand building remains essential for sustainable performance growth.

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November delivered fewer updates, but several major AI and retail-media changes worth planning around. In this episode, Jeremy and Emily unpack new Google AI creative capabilities, Amazon’s unified ad platform and creative agents, ChatGPT’s new shopping assistant, and Google’s expansion of PMax into Waze placements.

Top takeaways

Google Gemini 3 + Nano Banana Pro

• High-fidelity image generation now produces accurate text, consistent characters, and branded-quality visuals.
• Direct exports to Sheets/Slides strengthen workflow automation for marketers.
• A meaningful creative leap that positions Gemini as a real competitor to ChatGPT for production use.

Amazon Unifies Ads + DSP + Adds AI Creative Tools

• Sponsored Ads and DSP now live in a single campaign manager, lowering barriers to programmatic buying.
• New Ads Agent and Creative Agent generate product and lifestyle imagery, though quality still varies.
• Expect more AI-generated assets across Amazon; realism and accuracy will be key brand differentiators.

ChatGPT Shopping Research Assistant

• New agentic shopping flow asks clarifying questions and compares real-time product specs and pricing.
• Signals how ChatGPT may integrate ads in early 2026.
• Strong reminder to maintain complete, accurate product data and imagery.

Performance Max Extends to Waze

• Store-focused PMax campaigns can now serve in Waze for high-intent navigational and “near me” searches.
• Strong win for brick-and-mortar advertisers capturing real-time local demand.

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October brought a wave of AI-driven browser launches, shopping enhancements, and ad platform updates, and Jeremy and Emily are here to break down what matters most. In this episode of The Click Brief, they cover OpenAI’s new ChatGPT Atlas browser, Google’s visual and conversational shopping experience, Amazon’s top-of-search reserve share of voice, TikTok’s attribution improvements, and Meta’s major Q5 lead gen upgrades. They also hit Perplexity’s new free browser, Meta’s EU ad-free subscription tests, and the official sunset timeline for Google call-only ads. This episode is your October cheat sheet for staying ahead in AI-assisted search and performance media.

Top Takeaways

• OpenAI ChatGPT Atlas Browser:
  A new Chromium-based browser with ChatGPT built directly into the interface. Agent Mode allows ChatGPT to take actions across pages like clicking links, filling out forms, and comparing products. Optional browser memories save past preferences and searches. Imports bookmarks, history, and passwords for fast setup. Windows version expected in 2026.
• Gemini in Chrome + Perplexity Comet Browser:
  Google adds Gemini tools directly inside Chrome for AI-assisted searching and task completion. Perplexity makes its Comet browser free, offering source-backed answers and agentic research features. All three AI browsers (Atlas, Gemini, Perplexity) are becoming interchangeable—worth testing to compare how each interprets queries and results.
• Google AI Mode Adds Visual + Conversational Shopping:
  Search using text and images, refine results with follow-up prompts, and browse product feeds powered by the Shopping Graph. Behaves like a customizable mood board for apparel, décor, and lifestyle shopping. Highlights the importance of accurate Merchant Center titles, attributes, and updated product imagery.
• Google Sunsetting Call-Only Ads:
  Advertisers can no longer create call-only ads after February 26. Existing call-only ads will fully stop serving in 2027. Encourages deeper reliance on call extensions, strong landing pages, and chat tools for conversion paths. Affects industries like legal and services that heavily used call-first funnels.
• Amazon Reserve Share of Voice for Sponsored Brands:
  Allows brands to lock in top-of-search Sponsored Brand placements for branded keywords at a fixed upfront cost. Pricing is shown instantly based on keywords and date range. A strong option for brands defending category leadership and preventing competitors from overtaking branded queries.
• Meta Q5 Lead Gen Upgrades:
  Adds email and phone verification tools to reduce accidental submissions and improve lead quality. Simplifies CAPI and CRM connections. Introduces better nurturing workflows directly within Meta lead ads. A meaningful upgrade for advertisers struggling with low-intent or auto-filled leads.
• Meta Ad-Free Subscription Tests (EU + UK):
  Meta begins testing paid, ad-free versions of Facebook and Instagram in Europe. No impact in the US yet, but important to monitor as platforms explore non-ad revenue models.
• Meta Business AI Tools:
  Sales Concierge: AI agent that answers product questions and guides purchases across Messenger, Instagram DMs, and WhatsApp.
  AI Business Assistant: Helps identify delivery issues, explains learning phases or disapprovals, suggests targeting/budget changes, and drafts creative inside Ads Manager.
• Amazon Branded Search Measurement:
  New insights include branded searches, branded searches from views/clicks, branded search rate, and cost per branded search. Provides better visibility into how top-of-funnel activity increases branded demand.
• TikTok Attribution Analytics:
  Adds a dedicated view to compare CPA and conversions across click and view attribution windows. Useful for aligning ad measurement with real buying cycles. TikTok also launches new travel-focused ad formats to meet growing travel planning behavior on-platform.
• Snapchat + WordPress Catalog Sync:
  New integration allows automatic syncing of product data between WordPress stores and Snapchat catalogs. Reduce setup time, but verify product data accuracy before publishing ads.

Jeremy’s Tip:
AI-mode shopping is only as strong as your product data. Keep Merchant Center images, titles, and attributes updated so Google can match user intent more accurately.

Emily’s Tip:
Turn on Meta’s lead verification features. Cleaner leads reduce time wasted on low-intent submissions and strengthen Q5 performance.

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Jeremy Packee and Emily Anderson dive into a jam-packed month of digital marketing updates designed to help advertisers fine-tune their Q4 campaigns. The hosts break down Google’s expansion of campaign total budgets to Search, Performance Max, and Shopping campaigns, sharing pros, cons, and Q4 testing advice. They discuss how Microsoft’s Supplemental Feeds bring long-missing flexibility to product updates, while Google’s new Demand Gen Drops showcase fresh features like promotion assets, omnichannel bidding, and comparable conversion metrics.

The episode continues with discussion on AI Max for Search, Google’s fully AI-powered campaign type, and the rollout of text guidelines for AI-generated copy, a much-needed control feature for marketers wary of overly creative machine-made messaging.

The duo also covers Meta’s big Reels and Threads advertising expansion, Microsoft’s enhanced Performance Max reporting, Amazon’s AI Ad Creator in Creative Studio, and YouTube’s new deep-linking ads to apps. They finish with a rapid-fire roundup of smaller but notable updates, including Google’s visual local ads, Meta’s new Ads Manager formatting tools, Microsoft’s consent tracking updates, and Amazon’s DSP partnership with SiriusXM.

Episode Highlights

• Biggest Winner: Google Ads advertisers—total budgets and AI tools open new testing opportunities for Q4.
• Hot Take: Emily calls the AI text guidelines “long overdue” after seeing AI create unwanted sale messages.
• Pro Tip: Jeremy recommends testing total campaign budgets on short seasonal flights (Black Friday, Cyber Monday).
• Q4 Reminder: Watch for pacing behavior changes when moving from daily to total budgets.

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Get Q4-ready in minutes. Jeremy Packee and Emily Anderson break down August’s biggest ad-platform shifts. Google’s loyalty integrations, AI-first ads (AI Mode/AI Max), new PMax transparency + Asset Studio, Microsoft’s premium streaming buys, and Meta’s new Instagram “Follows” metric.

Top takeaways

• Switch on loyalty perks + the new optimization goal to boost repeat buyers.
• Test AI Max via native experiments; keep sitelinks/brand guidelines tight.
• Audit PMax’s new channel/cost views and Search Partner transparency; add smart exclusions.
• Cut waste with Shopping audience exclusions; pilot Microsoft streaming; report IG Follows growth.

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Visit The Click Brief blog for more in-depth analysis and updates from August. 

• Meet Rachael (00:23): Rachael shares a bit about herself, her love for outdoor activities, and her unhealthy number of houseplants.
• How She Found PPC (02:27): Rachael details how she fell into paid search while interning during college and unexpectedly became responsible for an entire company’s PPC efforts at just 19 years old.
• Why PPC? (06:34): Discussing why she stuck with PPC, Rachael explains the value of having a specialized skill set in marketing, the blend of creativity and data-driven strategy, and how she enjoys working in the field.
• The Importance of Specialization (07:50): Chris and Rachael discuss the advantage of developing hard skills over being a generalist in marketing.
• Past PPC Experience (11:57): Rachael shares her experience working with B2B clients, including industrial manufacturing companies, and her time managing Amazon advertising campaigns.
• Rachael’s Wildest Job Story (14:15): Before PPC, Rachael worked at a Christmas-themed petting zoo and amusement park—where she did everything from cleaning barns to getting bitten by a woodchuck.
• Life at Granular (20:30): Rachael talks about what she enjoys most about working at Granular, including the diverse client portfolio, collaborative culture, and strong team dynamic.
• Her Approach to PPC (22:38): Rachael shares her PPC philosophy: setting up accounts in a structured and organized way from the start, taking ownership of client relationships, and maintaining a high standard of work.
• The Future of PPC (26:42): A discussion about automation, AI, and the evolving challenges of paid media, including concerns about losing control over key account functions.
• Final Words of Wisdom (28:58): Rachael’s advice: never be afraid to ask questions and continue learning—don’t let the fear of feeling “dumb” stop you from growing.