Meta turns on product browsing for your existing ads on October 28 and automatic product videos for your catalogue on November 2, so both decisions are yours this week. Meta also moved its new Commercial Terms from October 30 to November 20, which gives you time to check what its AI changes in your ads. TikTok announced a Smart+ search campaign and a profit-aware GMV Max on October 5, with no dates yet. Pinterest has added tracking parameters to your ad links since September 15, and its objective migration deadline is February 1, 2027.
Meta
Do this now
Product browsing switched on for your existing ads on October 28
Since October 28, Meta turns on product browsing for ads that are already running on Facebook and Instagram. A tap on your ad may land on a product page inside the app, with suggested items next to it, instead of on your site. Meta cites a 3% conversion gain from an August test.
The good news is that you choose. The per-ad toggle in Advantage+ Creative and Destination settings works any time. We'd opt out now and switch it on for your hero products one ad at a time, so you can see what it does before Black Friday.
Automatic product videos switch on for your catalogue on November 2
Meta emailed advertisers that from November 2, it will scan videos you've uploaded or shared publicly, from your website and ads for example, and match them to products in your catalogue. Meta says ad sets with catalogue product video got 20% more conversions per dollar. That comes from 2024 data, so treat it as a hint instead of a promise. Your regular catalogue updates stay as they are.
If you have good product video, this can save you work. The one thing to watch is a video landing on the wrong product. You can switch it off any time in your catalogue settings. Either leave it on and check a few products the week after, or pause it until you've reviewed them.
On the roadmap
Meta's new Commercial Terms start November 20, not October 30
Meta told Reuters on October 23 that the new terms start on November 20, after publishers pushed back on a clause about crawling websites.
The part for you is a new AI Features section. You're solely responsible for whatever Meta's AI creates or changes in your ads, including features Meta turns on itself. We expect that section to follow the same date (not yet confirmed on Meta's own page).
The extra weeks are useful. Open your live Advantage+ campaigns and look at which creative enhancements are on, including the ones in collapsed menus. Turn off whatever you wouldn't approve yourself. If an agency places your ads, check what your contract says about AI-generated changes.
Keep an eye on it
Ads Super Burst is rolling out in phases this month
Meta announced Ads Super Burst on October 15 and says it's reaching general availability this month, in phases (global timeline not yet confirmed). You book a 3 to 24 hour window in Reach Planner, outside the auction, with guaranteed delivery. An optional add-on keeps competitors in your category out of the same window. It could suit a launch with a fixed start time. Meta hasn't published pricing, so ask your Meta rep if your account has it.
TikTok
Keep an eye on it
TikTok's four announcements come with no dates yet
At Advertising Week New York, TikTok announced a Smart+ search campaign, a profit-aware GMV Max, Smart+ Creative Selection and the TikTok Ad Network. No launch dates are confirmed yet. Treat each as announced until it shows up in your account.
The Smart+ search campaign buys TikTok search ads for you, from keywords to budget. Smart+ Creative Selection runs your own assets, Symphony AI creative and creator content through one approval flow. GMV Max will count costs like affiliate commissions and coupons, which should make TikTok Shop results easier to read (global timeline not yet confirmed). Keep your BFCM targets as they are until it appears. The Ad Network reaches nearly 400,000 apps from Ads Manager, and it's introduced to US advertisers only for now.
Do this now
Pinterest has been adding tracking parameters to your ad links since September 15
Since September 15, Pinterest adds UTM tracking parameters to your ad links for current and future campaigns unless you opt out. Your own parameters stay untouched. The defaults can label your traffic as source "pinterest" and medium "paid_social".
That's handy if you never tagged Pinterest links before. If you did, look at Pinterest traffic in GA4 since September 15 and check the names still match yours. If they don't, standardize your own tags or opt out in Ads Manager.
Keep an eye on it
Visual Search Ads: beta timing still unconfirmed
We flagged Visual Search Ads last month. Pinterest said the beta opens "in the coming weeks" for eligible advertisers in all its ad markets. We couldn't confirm it's live in accounts yet (global timeline not yet confirmed).
The objective migration deadline is February 1, 2027
Pinterest wants every campaign on its simplified objectives by February 1, 2027. Migrating resets the learning phase, as we covered in August, so plan it for January and keep BFCM running as it is.
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