It’s only mid-September, but the ad platforms are already rolling out their Q4 toys. Some of them will make your life easier. Others… will empty your pockets.

Here’s what’s worth your attention (and what you can safely ignore) 👇

⚡ Quick Insight

It’s easy to get lost in the flood of new features the platforms roll out, especially this time of year. The trick isn’t to try them all. It’s to focus on the two or three that actually move the needle on CAC, ROAS, or LTV for your business, and ignore the rest.

🧠 Deep Dive

1. Amazon + Netflix = The Real Story This Week

Starting Q4, you’ll be able to buy Netflix’s premium ad inventory through Amazon DSP in 11 countries.

  • Why it matters: Amazon is no longer just “where people shop.” It’s positioning to own your living room screens too.

  • If you’re only running static Sponsored Products, you’re behind. Video on Amazon isn’t optional anymore, it’s competitive defense.

🔗 Read more.

2. Google’s New “Promotion Mode” for Budgets

You can now set a campaign-total budget (3–90 days) with a turbo-boost period of 3–14 days.

  • This is Google’s way of saying: “Spend more during big sales events.”

  • Our take: Great for Black Friday if you model it in advance. A trap if you let Google define what “boost” means.

  • 🔗 Read more.

3. AI Max Keyword Reporting (Finally Useful)

Expanded matches and landing page matches now show up at the keyword level.

  • Translation: You can see how often Google freelances away from your exact query.

  • Smart move: Use it to build stronger negative keyword lists and protect intent.

  • 🔗 Read more.

4. YouTube & CTV Shifts

  • First-in-sequence video ads: you can now lock the first slot, which means your hook lands before the viewer tunes out.

  • YouTube TV live sports: fresh inventory, with transparent reporting (rare for sports).
    → Net takeaway: YouTube is fighting to keep ad dollars from leaking to Netflix/Amazon.

  • 🔗 Read more.

5. AI Copy Gets Guardrails

Google quietly rolled out text guidelines for AI-generated ads. Think of it like giving the robot marching orders. Instead of accepting generic “10% off, buy now!” copy, you can now instruct AI in plain language:

  • “Lead with customer pain points, not discounts.”

  • “Write in the tone of a trusted advisor, not a hype-man.”

  • “Highlight free shipping first, then urgency.”

👉 Why it matters: Left unsupervised, AI ad copy is bland and CTR-killing. With guidelines, you can turn AI into a junior copywriter who knows your playbook, without having to rewrite every headline yourself.

6. Shoppable Video in Merchant Center Next

Google added a new video assets section in Merchant Center, and you can now tag products inside your videos.
Translation: your how-to, unboxing, or testimonial clips can now drive direct clicks to cart, not just brand vibes.

  • This is the bridge between YouTube-style UGC and actual SKU conversion.

  • Video is no longer “nice-to-have.” It’s becoming the default expectation on Google Shopping results.

👉 Why it matters: Meta has been pushing shoppable video for years. Amazon already lets you shop in-stream. Now Google is catching up and if your competitors have tagged video in their feed and you don’t, you’ll look flat in comparison.

🧭 Final Thought

Platforms will always invent new ways to get you to spend more. Your edge isn’t chasing them, it’s building the discipline to ask: Does this feature serve my funnel, or theirs?

Let’s scale smarter,

Iulia

P.S. Want a second set of eyes on your Q4 media mix?

👉 Book a strategy session and we’ll show you how to filter the noise and keep spend tied to your KPIs.