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Ad platform updates — what changed and what to test

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What just changed in Google, Meta and TikTok, and what to test.

Tracked from the official platform announcements, decoded for media buyers. The change, who it hits, and the exact plays to run.

All Google Ads Meta TikTok

Any impact High Medium LowLatest Top impact

High impact·4 min read

TikTok Symphony Agent: Agentic AI for Ad Creative at Scale

TikTok's Symphony Agent turns its scattered AI tools into a single orchestrated workflow, making creative volume and creator sourcing the same job.

High impact·4 min read

TikTok Smart+: Unified Flow, Module-Level Automation Toggles

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TikTok killed the manual-vs-Smart+ fork and replaced it with per-module toggles, giving buyers granular control over targeting, budget, and placements inside a single campaign build.

High impact·4 min read

TikTok GMV Max Now Deducts Commissions and Fees from ROI

GMV Max finally folds affiliate commissions, coupons, and platform fees into its optimization math, which changes what the algorithm bids for and who it targets.

High impact·4 min read

TikTok Kills Custom Identity: What Spark Ads Buyers Must Do Now

Custom Identity is gone, if you're not running Spark Ads from a verified, linked profile, new campaigns stop working in 2026.