Google Ads Is Introducing a New 2.5% Surcharge for Advertisers
Starting October 1, 2024, a 2.5% surcharge will be applied to advertisers running Google Ads campaigns targeting Canada. This Digital Service Tax (DST) applies regardless of where the advertiser is located, as long as ads are targeting Canadian audiences. The charge follows the Canadian government's Digital Services Tax Act (DSTA), which took effect in July 2024 and targets large digital platforms. Google is passing that cost along through the DST. Advertisers will need to factor this new charge into their ROI calculations. It is worth noting that this policy could eventually be extended to other countries in the future.
Apple Introduces a New Feature to Remove Ads on iOS 18
Apple is launching a new feature called "Distraction Control" with iOS 18. This new tool lets users temporarily hide cluttered ads on mobile websites. It is not an ad blocker, but it helps reduce distractions while still keeping ads visible to site owners.
Originally developed under the name "Web Eraser", this tool could raise concerns among advertisers and industries that rely heavily on ad revenue. Apple has not clarified whether the name change to "Distraction Control" is related to those concerns. The full impact of this feature remains to be seen, but it is worth noting that even if a user hides an ad, it will reappear after a page refresh. Users will also be able to customize their browsing experience across three levels: low, medium, and high, which will affect how often ads appear. This feature is expected to ship with the final release of iOS 18 and iPadOS 18, anticipated next month.
New TikTok and Amazon Partnership
TikTok is partnering with Amazon to let users purchase products directly within the app, without ever leaving TikTok. By linking their TikTok profile to their Amazon account, users will be able to see real-time pricing, check Prime eligibility, and get delivery estimates. This partnership reflects a broader trend, with other social platforms like Pinterest also developing similar deals with Amazon.
Meta Improves Targeting and Attribution for Ad Campaigns
Meta is testing several innovations aimed at optimizing targeting and conversion tracking on its platform. Here are some of the proposed improvements:
- "Conversion value rules": a new feature that lets advertisers adjust their bids based on audience segments. Instead of creating separate campaigns, advertisers can set higher bids for audiences with a stronger conversion potential.
- Meta also wants to refine its approach to maximize incremental conversions, meaning conversions that would not have happened had the user not been exposed to the campaign.
- Finally, Meta is considering letting advertisers connect their account to their CRM (customer relationship management) system to further sharpen ad targeting.
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