October 2025 Advertising Updates: Meta, Google, and TikTok Reinvent Ad Strategy

Meta Ads: “Andromeda” turns creatives into your new targeting

Key updates:

• Meta rolled out its new delivery engine “Andromeda”, shifting ad performance away from manual targeting toward broad audiences + creative diversity. Fewer audience splits. More creative combinations.

• Lead Ads policies have changed. Advertisers must now clearly define data-usage purposes and store user consents transparently.

• Threads Ads get vertical. The platform now supports a 4:5 ratio for single-image and video creatives — perfect for mobile-first storytelling.

• Starting December 2025, Meta AI conversations will inform personalization across its ad products.

What it means:

• Your creative library is now your real targeting. Build 10–20 ad variations per message.

• Audit all Lead Ad forms — update consent language, privacy policies, and CRM mapping.

• Experiment with 4:5 visuals for Threads and Reels — vertical is the new default.

• Expect smarter (and stricter) personalization rules — AI will decide who sees your content.

Google Ads: More automation, more rules

Key updates:

• Google Ads turns 25 — and celebrates by going all-in on AI automation. New “Investment Strategy” tab recommends budget changes to maximize ROI.

• New “Dishonest Pricing” policy takes effect October 28, 2025. Advertisers must disclose all hidden fees and extra costs — misleading offers risk suspension.

• Message extensions (Message Assets) now require stricter verification — active from October 30.

• Performance Max now supports audience exclusions — giving advertisers more control over automation.

What it means:

• Let automation work — but guide it. Focus on feed quality, not manual bidding.

• Review every pricing claim — transparency is mandatory.

• Check message extensions: phone numbers, business identity, verification.

• Exclude unprofitable audiences to clean up Performance Max signals.

TikTok Ads: Smart+ and AI-driven creativity

Key updates:

• TikTok launched Smart+ Ad Suite, a modular automation tool offering three levels of control: full-auto, hybrid, or manual.

• Integrated AI-powered creative generation — the platform can now auto-produce short-form videos and creative variations based on predicted performance.

• Upgraded attribution and analytics, including external tracking integrations (like Google Analytics) and a new “Attribution Portfolio.”

• New Travel Ads solution targets tourism and booking sectors — built for performance marketing.

What it means:

• TikTok is no longer just a brand channel — it’s a serious performance platform.

• Test Smart+ automation to optimize delivery while retaining creative control.

• Invest in dynamic creatives — TikTok’s AI performs best with diverse assets.

• For travel or e-commerce brands: activate Travel Ads and integrate with your booking flow.

We’re witnessing the great handover — from human-driven media buying to machine-optimized advertising. The winners won’t be those who control every parameter, but those who feed algorithms with high-quality creative and clear signals. Your role as a marketer is shifting: from operator to strategist.

- Madina Korgoloeva, senior account manager

What to do next

1. Audit your campaigns — check forms, creative banks, and data policies across Meta, Google, and TikTok.

2. Create diversity — aim for at least 10 creatives per message, per platform.

3. Stay compliant — review pricing, consent, and ad policies monthly.

4. Automate wisely — simplify account structures; let algorithms learn.

5. Measure holistically — align attribution across channels to see the real ROI.