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September brought notable updates from both platforms: from potential AI partnerships to new video product launches and app store changes. Key developments have been analyzed with specific action steps for performance, content, and ASO teams.
Key News
Meta is considering using external AI models to improve advertising targeting effectiveness, including scenarios for fine-tuning on proprietary signals.
A new short video feed with AI-based recommendations has launched, expanding inventory and competition in the short-video format.
Chrome is gradually integrating AI-powered agent functions: assistance with emails, shopping, scheduling, and tab analysis.
Google Play store received updates: smart search across app card content, expanded descriptions, Q&A features, and visibility recalculation.
Business Implications
Targeting and Attribution: Model improvements may increase ad relevance and event optimization quality, but will require discipline in testing and backup buying strategies.
Creative and Video: The new short format stimulates competition for attention — scenarios where video connects with clickable offers and quick lead events will win.
Browser Touchpoints: Chrome “agents” shift some conversions to browser context; clean form UX, fraud protection, and proper server-side analytics are needed.
ASO and Organic: Play updates strengthen the role of visuals, descriptions, and user Q&A; metadata should be adapted for intents recognized by the store’s AI mechanisms.
Risks and Opportunities
Volatility during AI and algorithm updates: maintain backup campaigns and stable testing budgets.
Rising CPM in new short feeds: early entry provides advantages in reach and bidding rates.
Conversion shifts to browser “agents”: server-side event tracking and unified attribution models are crucial.
Play visibility recalculation: regular micro-adjustments to app cards and active review management will improve traffic stability.