Paid media didn’t slow down last year. If anything, the platforms made sure we stayed busy.
Google rolled out more AI-assisted ad creation features, new Performance Max reporting updates, and continued refining how AI-influenced results shape visibility across search.
Microsoft pushed forward with its own set of AI tools inside Ads and Copilot, along with quality updates that changed how some advertisers measure performance. Meta expanded Advantage+ capabilities and tightened its recommendations for creative structure.
We also saw strong momentum…

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