From social media feeds to search results – and now probably even inside your AI chatbot – ads are showing up in more places than ever. This week, Meta opens Threads to global advertisers, Google modifies an ad policy (again), and ChatGPT introduces a new shopping feature. Here’s everything you need to know.

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1. Meta Opens Threads Ads to All Advertisers

First up, we have Threads extending advertising access to all eligible users worldwide. Advertisers will also get access to Meta’s inventory filters, which aim to keep promotions from appearing near offensive content.

This comes after months of limited testing with select bands in the US and Japan. While the platform is now officially in the revenue-generating phase, CFO Susan Li cautiously manages expectations about returns, insisting that monetisation will be gradual and will not significantly impact revenue in 2025.

Despite this, Mark Zuckerberg’s ambitious vision for Threads is unmistakable – to become the “leading discussion platform” and eventually reach 1 billion users over the next several years. Then again, this target doesn’t really sound outrageous, considering Threads’ current numbers: 320 million users and 1 million sign-ups per day.

What this means for you:

Advertising on Threads represents a chance to reach an incredible number of people: 320 million and counting. The timing is also perfect for experimenting with creative approaches that may appeal to the Threads crowd, while the ad landscape is still developing.

If you’re already running social media campaigns on Instagram or Facebook, adding Threads to your mix shouldn’t be difficult. Consider allocating a small portion of your budget to test engagement patterns before the platform becomes saturated with competitors.

2. Google Now Lets Top Ads Show at the Bottom Too

Google is now allowing ads to appear in both top and bottom positions on search result pages simultaneously – something previously thought to be prohibited under its “double serving” policy. However, the company clarified that the policy only applies to ads that compete with each other showing in a single ad location.

After testing for several months, Google reported that this change increased relevant ad rates by 10% and boosted bottom-ad conversions by 14%.

Interestingly, Google framed this as a necessary update for addressing user needs, noting that people often scroll down then back up when top results prove more relevant.

Cynics, who believe this update is more about maximising ad revenue, will beg to differ.

What this means for you:

Putting Google’s real intentions aside, this update creates additional exposure opportunities for your ads. You can expect possibly higher conversion rates, especially from ads appearing at the bottom of the results.

That said, make sure your keywords, ad copy, and landing pages consistently present a strong, relevant message to make the most of the clicks.

3. ChatGPT Launches Built-in Shopping Feature

Finally, ChatGPT is getting into shopping – well, sort of. OpenAI is rolling out a new feature: product recommendations complete with buy buttons, but users need to click through to merchant websites to complete their purchase.

This feature, available to both signed-in and anonymous users, utilises what ChatGPT knows about your tastes. The platform will also feature reviews from online sources like editorial publishers and forums like Reddit. Adam Fry, OpenAI’s product lead, added that users can tell ChatGPT which types of reviews to prioritise.

It may remind many users of Google Shopping, as both interfaces share some similarities. However, Fry clarified that the results you’ll see in OpenAI’s shopping feature are all organic results, not ads.

What this means for you:

If you’re not already optimising product pages for clarity and trustworthiness, now is the time. Since ChatGPT’s recommendations draw from web reviews rather than paid placements, your products’ online reputation becomes even more crucial.

So, focus on generating authentic, detailed reviews across multiple platforms – particularly those ChatGPT is likely to reference.

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