WaperGoogle’s ad-serving and data-handling changes put campaign structure, privacy controls and optimization metrics in focus.
Marketing & growth8 items
TikTok is expanding Search Ads tools, while some brands are questioning LiveRamp’s ownership after Publicis closed its acquisition.
New7
Google ad tags in server-side Tag Manager will accept full IP addresses
Google says advertising tags in server-side Tag Manager will accept full IP addresses, while Analytics tags will remain redacted.
Why it matters: Advertisers should review server-side data flows and redaction settings against their privacy requirements.
Google says Performance Max may filter brand and navigational queries
Google updated its documentation to say Performance Max campaigns may filter navigational or brand-specific queries to prioritize serving them through dedicated Search campaigns.
Why it matters: The guidance affects how advertisers structure brand coverage and interpret query allocation between Performance Max and Search.
Study questions Ad Strength as a guide to search ad conversions
Brad Geddes’ study of 5,900 accounts found Google serves higher-rated responsive search ads more often, but those ads convert better only 45% of the time. The analysis points to pinning as an explanation.
Why it matters: Advertisers should assess conversion results rather than treating Google's Ad Strength rating as a performance proxy.
TikTok Search Ads adds brand and category keyword packs
TikTok is adding curated brand and category keyword packs for Search Ads and highlighting two impression-share metrics.
Why it matters: The additions give advertisers more tools for keyword planning and assessing search visibility on TikTok.
Meta indefinitely delays commercial terms update
Meta has indefinitely delayed its planned commercial terms update after regulators sought more information about the details.
Why it matters: Businesses face continued uncertainty about the terms that will govern their commercial use of Meta's platforms.
WPP Media records first growth in two years
WPP Media posted its first growth in two years. Retaining Coke and expanding its DoorDash relationship could provide further support for the business.
Why it matters: The return to growth is a concrete sign of progress in the agency group's turnaround.
John Lewis taps Kristin Scott Thomas and Sam Fender for Christmas campaign
John Lewis’ 2026 Christmas campaign stars Kristin Scott Thomas and features Sam Fender covering the Rolling Stones’ “You Can’t Always Get What You Want.” The retailer says it aims to rebuild gifting confidence.
Why it matters: The campaign positions confidence in gift selection as a central message for the retailer's festive marketing.
Follow-ups1
Some brands say they are leaving LiveRamp after Publicis acquisition
Some brands say they are leaving LiveRamp following Publicis’ acquisition. Liquid Death’s chief media and digital commerce officer, Benoit Vatere, warned marketers about a holding company owning their data.
Why it matters: The reaction raises data-ownership concerns for marketers evaluating identity and audience-data partners.