Issue #44: Top stories from Google, Meta & more

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🗞️ Top Stories

1. Google to expand ads inside AI Overviews to further markets
   Google confirmed ads within AI Overviews will roll out beyond the US to additional English speaking markets by the end of 2025.

   Search Engine Land

2. Instagram Reels tests skippable ads
   Meta is piloting YouTube style skippable formats in Reels, adding a countdown and skip button, with no creator revenue share in the initial tests.

   ADWEEK

3. WPP and Google sign $400m, five year AI partnership
   WPP will lean into Gemini and Veo models to accelerate workflows, working towards creative and media campaign personalisation at scale.

   The Drum

4. Meta withdraws from Media Rating Council accreditation
   By opting out of the MRC’s annual brand safety audits Meta loses it’s content accreditation for Facebook and Instagram only three months after it was granted.

   ADWEEK

5. Premium streaming ad views up 27% in Europe
   H1 2025 data from FreeWheel shows European premium streaming ad views rose YoY, with CTV up 31% and BVOD accounting for c.75% of premium views.

   The Media Leader

6. Ad Context Protocol launches for agentic ad buying
   A new consortium including Yahoo, PubMatic and Scope3 introduced the AdCP to aid AI agents across the supply chain, while keeping humans in the loop.

   Ad Exchanger

7. Google Ads will auto generate videos from Demand Gen image ads
   Starting late October, Google will auto create short video assets from existing Demand Gen images to extend reach across YouTube, Shorts and Discover.

   Search Engine Land

8. Meta pushes WhatsApp business messaging at IAB Upfronts
   Meta argued UK consumers increasingly prefer messaging, pitching WhatsApp as a more effective, full-funnel channel versus SMS and email.

   The Media Leader

9. Google rolls out Sponsored Results label and hide ads control
   Soon to roll out globally across devices, search text ads will appear under a Sponsored Results header with a new option to hide ads.

   Google Ads & Commerce Blog

10. Adelaide brings attention into Nielsen ONE
    Adelaide’s AU attention metric is being integrated with Nielsen to offer a unified view of media and audience quality and outcomes.

    PPC Land

11. UK Bellwether reports budgets up but media spend subdued
    IPA data shows total marketing budgets rising for a second quarter but media spend remains static amid broader uncertainty.

    The Media Leader

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