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September brought a new wave of updates across major advertising platforms. AI-powered campaign management, more flexible measurement, new targeting opportunities and expanded automation continued to shape the advertising ecosystem.
We’ve collected the updates that matter most for advertisers — from new ChatGPT Ads features and TikTok automation to Google’s measurement tools, and new opportunities across X and LinkedIn.
ChatGPT Ads
| Update | What changed | What it means for advertisers |
|---|---|---|
| Southeast Asia and Taiwan | Self-serve Ads Manager opened in Indonesia, Malaysia, the Philippines, Singapore, Thailand, Vietnam and Taiwan, bringing the availability list to 63 countries. | More markets, more audience reach: advertisers can now target audiences across seven additional mobile-first markets. |
| Conversion reporting beyond campaign goals | The public Insights API can now retrieve attributed conversion events beyond the conversion goal selected for a campaign. | More flexible measurement: advertisers can analyse additional attributed conversions without changing the campaign’s optimisation goal or settings. |
| Sponsored Agents and AI creative | After clicking an ad, users can chat with an agent sponsored by the business (a test with a few US advertisers). Ads Manager suggests AI copy and images and connects to HubSpot and Shopify. | The ad click turns into a dialogue with the brand, and creative production speeds up. |
| AI-powered campaign management | Advertisers can use natural-language prompts in ChatGPT to create, update and analyse campaigns. Ads Manager also gets AI assistance for copy and image suggestions based on the landing page and campaign objective. | Campaign setup and analysis become less manual, while advertisers still review and approve AI-generated changes. |
| AI text customization | Advertisers can opt in to automatically adapt headlines and descriptions to the context of a conversation and translate ad copy into the user’s preferred language. | One set of creative assets can be adapted to different conversational contexts and languages. |
| HubSpot and Shopify integrations | ChatGPT Ads integrated with HubSpot and Shopify. Shopify merchants can create and manage campaigns and track performance from the Shopify environment. | ChatGPT Ads can fit into existing CRM and e-commerce workflows instead of requiring a separate setup. |
💡 Learn more about ChatGPT Ads with Evido by Aitarget here.
TikTok Ads
| Update | What changed | What it means for advertisers |
|---|---|---|
| Premier Agency Partner tier | The agency badge program now has two tiers, Agency Partner and Premier Agency Partner, both searchable in the TikTok Partner Directory. | An easier way to find a certified agency with proven expertise on the platform. |
| AI creative tools in Smart+ | The upgraded Smart+ experience adds Recommended Creatives and Automatic Enhancements for generating and adapting assets, including resizing, quality improvements, translation and dubbing. | More of the creative production workflow can be automated directly inside TikTok Ads Manager. |
| Spark Ads from affiliate content | ShopMy uses the TikTok One Content Suite API to find the affiliate creator posts most likely to perform and launch them as Spark Ads. | Paid creative can be picked from content that has already proven itself organically. |
Google Ads
| Update | What changed | What it means for advertisers |
|---|---|---|
| Demand Gen updates | Google introduced Business Agent for YouTube Ads, one-click landing-page experiences for image ads on YouTube Shorts and Gmail, and Affiliate Location Extensions in Google Maps. | Demand Gen campaigns can connect discovery with action more directly across YouTube, Gmail and Maps. |
| New first-party data tools | Google integrated Data Manager into Google Analytics and Display & Video 360, expanded Enhanced Conversions, made the Data Manager API universal and added data diagnostics. | Advertisers can connect, manage and troubleshoot first-party data across more of Google’s marketing stack, improving the signals available for optimisation. |
| Data Strength Uplift Metric | Google introduced a new metric showing additional conversions recovered through a stronger first-party data setup. | Advertisers get a clearer way to evaluate the impact of their data and measurement infrastructure. |
| AI Brief expands to more languages | The closed beta of AI Brief for AI Max expanded to Dutch, French, German, Italian, Japanese, Portuguese and Spanish. | Advertisers in more markets can provide business, audience and messaging context to guide AI Max in natural language. |
Snapchat Ads
| Update | What changed | What it means for advertisers |
|---|---|---|
| Product ads in Chat | Dynamic Product Ads can now run as Sponsored Snaps, the ads delivered to users' Chat inbox. AI picks which products to show. Available to all advertisers worldwide. | Catalog retargeting moves into the inbox, a placement with less competition than the feed. |
| Value Optimization (beta) | Web and app campaigns can optimize for ROAS and higher-value purchases instead of purchase count. | Snapchat can now be compared with Meta and TikTok on the same ROAS basis. |
| Third-Party Web Optimization | In open beta, delivery combines Snap's signals with data from third-party analytics such as Google Analytics. Omnichannel Optimization, for web and app purchases in one campaign, is in alpha. | Advertisers can optimise Snapchat campaigns against the same business outcomes they use for cross-channel measurement. |
LinkedIn Ads
| Update | What changed | What it means for advertisers |
|---|---|---|
| More precise audience insights | LinkedIn’s Company Intelligence API added filters for campaign groups, campaign objectives and member seniority. | Advertisers can analyse target accounts and campaign performance more precisely across different campaign types and audience seniority levels. |
| More granular geographic reporting | Ads Reporting API added Nielsen Designated Market Area (DMA) as a reporting dimension. | Advertisers can analyse campaign performance at a more granular geographic level, beyond broader regional reporting. |
| More flexible conversion matching | Conversions API added hashed first and last names as matching signals. | Advertisers get another privacy-preserving way to match conversion events with LinkedIn members and improve measurement. |
| 180-day attribution window | LinkedIn added a 180-day option for post-click and view-through attribution for purchases, leads and other conversion types. | Advertisers can choose a shorter attribution window when a 365-day window is too broad for their reporting or business cycle. |
X Ads
| Update | What changed | What it means for advertisers |
|---|---|---|
| Financial advertising in Hungary | X now allows financial ads targeting Hungary, subject to restrictions. | Eligible financial advertisers can access the Hungarian market under the updated policy requirements. |
| Lead Generation API | X documented its Lead Generation API, which allows advertisers to create and manage native lead forms, attach them directly to ads and export submitted leads in JSON, CSV or XLSX. | Lead collection can happen directly inside X, without sending users to an external landing page. |
| Conversion API + Google Tag Manager | X launched an official Google Tag Manager server-side template for its Conversion API. | Advertisers can set up server-side conversion tracking in GTM without writing API requests manually, making implementation and deduplication easier. |
| Regional reporting | X Ads Analytics now supports REGIONS as a segmentation type for asynchronous reports, with country-level regional breakdowns. | Advertisers get more granular geographic reporting and can better understand performance across regions within a country. |
Telegram Ads
Ads in bots with audience targeting: A new text ad format with a logo and custom emoji is available in bots with at least 1,000 monthly users.
Advertisers can target audiences by demographics, channel subscriptions and interests instead of selecting individual bots.
Bottom line
September's updates share one condition for success: the quality of the data advertisers send back. Platforms are opening new surfaces — chats, creators, sponsored agents — but their bidding works only as well as the conversion signals it receives. Before scaling Q4 budgets, it pays to check the pixel, the Conversions API and CRM uploads on every platform in the media plan.
Last updated:
Ksenia Lebedeva
Content Manager
Ksenia is a content marketer with experience across B2B marketing, brand communications, and digital growth. She has worked in both product and service-based environments, leading content initiatives for LinkedIn, YouTube, and other digital channels. Her background includes content strategy, SEO, social media, project management, and cross-functional marketing support — with a strong focus on building structured communication that supports business goals.
LinkedIn
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