This post describes an optimal Meta Ads account design for a US-focused subscription app. The account foundation is built on Manual App Ads and all ad sets use bid caps. Trial conversion tends to be low for younger audiences, so users ages 18-24 are excluded on an account level and there is limited spend on users aged 25-34. To reach the goal of targeting older audiences, the account prioritizes Facebook Feed as the top placement, followed by IG Feed for scale.

Snapchat has announced a new initiative to help advertisers understand the carbon footprint of their Snap ads. It's based on elements like server load to create and host ads, usage of mobile devices to view them, and percentage of overall company emissions.

The Trade Desk's new biannual Sellers and Publishers Report highlights the rise of premium internet content. The top 500 digital publishers now account for 50% of open internet advertising revenue. The report also includes a list of the top 100 open internet publishers valued by advertisers for their quality and reach.

Google plans to introduce a prompt asking users to opt in or out of cookies in Chrome. The company's choice of wording for the prompt could have widespread implications for the industry. It could result in cookies being effectively deprecated because consumers opt out. Google still plans to develop and test its Privacy Sandbox, a suite of alternative technologies to the cookie.

Perplexity is expected to launch ads in Q4 across 15 categories, including finance, technology, and health. Advertisers will be able to run “sponsored questions” that appear on related questions and video ads on mobile and desktop.

Digital advertising grew 16.4% in Q2, nearly double last year's rate, but the pace is expected to slow in the coming quarters. Factors like declining momentum in retail media networks and reduced demand from certain regions are contributing to the anticipated deceleration. Overall ad growth is projected to normalize by 2025.