The Click Brief
Keeping up with every platform update, new ad format, and industry shakeup is tough—that’s where we come in. Each month, the Granular team curates the most important changes in paid media, breaking them down with expert insights on why they matter for your bottom line. We keep it concise, actionable, and focused on what drives real growth, so you can make smarter, more strategic decisions.
Running Top Impact Updates YTD (01/2025)
- TikTok Resumes U.S. Operations – High Impact
- Google Performance Max Gains New Features (2025) – High Impact
- Google Demand Gen Gains New Features – High Impact
- The DeepSeek R1 Launch Shakes AI Market – Medium Impact
- Amazon Ads Introduces Sponsored Products Across Retailers (Beta) – Medium Impact
- Amazon’s AI Creative Studio Launch (Oct 2024) – Medium Impact
- Meta’s Introduction of Ads on Threads – Medium Impact
- Reddit Updates – Medium Impact
Major Industry News – January 2025
1. TikTok Pauses And Resumes U.S. Operations
Brief Summary
After a short suspension, TikTok is back online in the U.S. on January 20, 2025, following a 75-day extension from President Donald Trump, which sets a new date of approximately April 5, 2025. This extension provides TikTok’s parent company, ByteDance, additional time to address U.S. national security concerns and explore potential divestiture options.
Why It Matters
TikTok remains one of the best platforms for capturing younger audiences (and a wide range of people) who may be more elusive on other channels. TikTok shop has also become a shopping success for many brands.
Impact Rating: High
Our Take
If you paused TikTok ads, now’s the time to re-activate and refresh your creative. If you haven’t started on TikTok yet, it might be worth testing conversion campaigns or TikTok shop if it doesn’t require too much lift. You may still want to hold off on trying to grow a big following for now because there’s a chance the plug could get pulled.
2. Google Performance Max Gains New Features
Brief Summary
Google has introduced new Performance Max controls and reporting enhancements. Updates include campaign-level negative keywords, a new “high-value” customer acquisition option, expanded brand exclusions by ad format, “URL contains” rules for product-feed campaigns, and two betas for demographic exclusions and device targeting. Reporting now includes search themes (with a “usefulness” indicator) and more granular asset group segmentation for deeper insights.
Why It Matters
Performance Max harnesses Google’s channels and AI in a single campaign. These new features let advertisers steer the AI more precisely and offer clearer visibility into what’s driving conversions. Controls like negatives and brand exclusions make it easier to maintain brand suitability, while improved reporting supports better data-driven decisions
Impact Rating: High
Our Take
If you’ve been hesitant about Performance Max because of limited transparency, these updates might change your mind. Campaign-level negative keywords are a game changer and breath of fresh air for segmenting brand and nonbrand campaigns, but the rumor is these will be capped at 100. Keep an eye on betas like demographic exclusions and device targeting for added precision. Also, leverage the new reporting tools to refine your strategy using actual performance data rather than guesswork.
3. Google Demand Gen Gains New Features
Brief Summary
In addition to Performance Max enhancements, Google introduced new Demand Gen updates aimed at driving visual, immersive engagement on YouTube, Discover, Gmail, and eventually select Display inventory. Highlights include creative channel controls for YouTube, Discover, and Gmail starting in March 2025, plus new creative formats like 9:16 vertical image ads, automated short-form video creation, and richer product details from Merchant Center. Local offers and omnichannel bidding can help retailers connect online discovery with offline store visits. Google will also introduce “social-like” measurement columns to compare Demand Gen performance with other paid social channels. This is done by including view-through conversions in a new column called “Campaign Type.” By July 2025, Google plans to auto-upgrade remaining Video Action Campaigns to Demand Gen.
Why It Matters
These Demand Gen updates let advertisers shape campaigns to align with where audiences spend their time, especially on YouTube Shorts or other visual placements. Flexible channel controls, advanced creative tools, and deeper product features give marketers more direct ways to inspire shoppers and drive conversions. For advertisers reliant on paid social, it’s a chance to test Google’s social-style engagement where billions of people watch and discover daily.
Impact Rating: High
Our Take
Demand Gen can be a natural extension for more visual placements if you already use Video Action campaigns, Google Display or you simply don’t like the limitations of PMax. Experiment with new formats and channel controls as they become available, especially if you want to reach an audience that’s used to short-form or vertical video content. Keep an eye on the upcoming upgrade of Video Action Campaigns, and consider migrating early.
4. The DeepSeek R1 Launch Shakes AI Market
Brief Summary
DeepSeek, a Chinese startup, introduced DeepSeek-R1, an open-source AI assistant that rivals advanced models like ChatGPT o1 and claims to be 20-50 times cheaper. Despite skepticism about whether it trained without high-end U.S. chips, DeepSeek’s rapid rise has led to a sell-off in U.S. tech stocks and sparked global chatter about AI’s future.
Why It Matters
DeepSeek’s affordability and alleged low training costs challenge the status quo. While it excels at coding and complex problem-solving, Chinese regulations might limit certain content. If these innovations hold up, we could see a more competitive AI environment that changes how companies approach language models.
Impact Rating: Medium
Our Take
It’s worth experimenting with DeepSeek for simple tasks, but tread carefully. I’ve enjoyed testing ad copy across different AI assistants, and this feels like one of those disruptive moments. However, given ongoing data privacy and regulatory constraints, it’s too early for most U.S. marketers to consider a switch from ChatGPT.
5. Amazon Ads Introduces Sponsored Products Across Retailers (Beta)
Brief Summary
Amazon Ads launched a beta program letting advertisers run Sponsored Product ads on participating retailers’ sites and apps beyond Amazon. Shoppers finish purchases on the retailer’s platform, but campaigns are still managed through the Amazon Ads console and API.
Why It Matters
This expansion helps advertisers reach potential customers outside Amazon, tapping into new audiences. Amazon’s machine learning can now optimize Sponsored Product ads across multiple retailer sites, making it easier to extend your sales funnel.
Impact Rating: Medium
Our Take
If your brand already sells on multiple retailers, consider this beta to broaden visibility and boost sales. Retailers are limited at the moment, but we can expect more to join.
6. Amazon Unveils AI Creative Studio (Beta)
Brief Summary
Though released in October 2024, we just started testing capabilities recently. Advertisers can quickly generate and publish simple videos, restyled images, extended images, edited images, and lifestyle images directly in the Amazon Ads Console.
Why It Matters
Faster creative production can help you launch campaigns sooner and run more iterative tests. This might improve overall ad performance if your workflow benefits from quicker asset creation
Impact Rating: Medium
Our Take
Even if you only partially use AI Creative Studio, you can speed up ad design and show your team or designer what you’re aiming for. If the results match your brand standards, it can become a valuable time-saver.
7. Meta Introduces Ads on Threads
Brief Summary
On January 24, 2025, Meta began rolling out image-based ads on Threads in the U.S. and Japan. Early access is limited, but a broader release should follow soon.
Why It Matters
Threads is still in a growth phase, so early adopters often get lower CPCs and less competition. If the platform gains traction, advertisers who engage now could enjoy a first-mover advantage.
Impact Rating: Medium
Our Take
If invited, run a small test to assess impact and pivot if needed. Keep an eye on conversion trends and user engagement to scale up if results are promising.
7. Reddit Updates
Below are three Reddit updates presented together.
Reddit Introduces Pro Trends
Brief Summary
Reddit introduced Pro Trends, a real-time conversation tracker for any keyword or phrase. This complements the existing free Reddit Pro suite.
Why It Matters
Marketers can gain deeper insight into user sentiment and emerging discussions, helping with authentic engagement.
Impact Rating: Medium
Our Take
- Use Pro Trends to find niche subreddits discussing your product or service.
- Remember that Reddit communities value honest, transparent communication
Reddit Introduces AMA Ads
Brief Summary
A new ad format supports the promotion of Ask Me Anything (AMA) posts with features like “Remind Me,” RSVP counts, and a live “Join Now” option.
Why It Matters
AMAs are key to Reddit’s culture and can be an effective way to boost brand engagement and mid-funnel activities.
Impact Rating: Medium
Our Take
- Hosting an AMA helps build credibility and trust by allowing direct audience interaction.
- AMA Ads streamline promotion so more people show up.
New Reddit Advertiser Protection with IAS
Brief Summary
Reddit teamed up with Integral Ad Science (IAS) to improve brand safety in its Limited inventory. Advertisers can now measure brand suitability through IAS.
Why It Matters
Reddit’s varied content can be a concern for some brands, so IAS integration helps mitigate that risk.
Impact Rating: Medium
Our Take
- If you have strict brand safety standards, opt for Limited inventory and IAS.
- Use IAS metrics to refine your campaigns and exclude unsuitable communities.
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