AI is Fundamentally Transforming Advertising Operations

The detailed manual targeting formulas you once relied on are rapidly becoming a thing of the past. Reports indicate that major platforms have simultaneously removed or strictly restricted manual targeting capabilities. In their place are automated AI systems that analyze tens of thousands of signals to identify potential customers. Meta has completely phased out exclusion targeting based on gender, age, and zip code, while Google is doubling down on Performance Maxwith comprehensive auto-optimization capabilities.

The Impact of AI on Meta Platform Advertising 

Source: Novaon Digital

Data shows that this shift is not a passing trend but evidence of superior efficiency. Campaigns utilizing broad targeting combined with AI have recorded significant ROAS (Return on Ad Spend) improvements compared to traditional methods, with event-matching capabilities improving by over 40%. Crucially, these campaigns exit the “learning phase” faster, helping marketers save time and budget during the initial stages.

Furthermore, AI is now moving beyond ad distribution into direct content creation. The report reveals how platforms use AI to automatically generate videos, adjust messaging, and personalize creatives for individual viewers. Meta AI can now automatically generate backgrounds, expand images, add music to visuals, and animate static images. Meanwhile, TikTok’s Symphony Creative Studio enables the creation of multi-language videos and the integration of products from Shopify or TikTok Shop in just minutes.

First-Party Data Becomes the Ultimate Asset

The demise of third-party cookies is not news, but its true impact only began to manifest fully in 2025. The report highlights a concerning reality: the majority of Vietnamese marketers are still underprepared for this shift, even as Google officially transitioned to a “first-party data + consent-first tracking” model and platforms tighten privacy compliance requirements.

The Vital Role of First-Party Data in Google Ads 

Source: Novaon Digital

Platforms have deployed a suite of new solutions to solve measurement challenges. The report provides a deep dive into new tracking technologies:

• Enhanced Conversions: Allows for the transmission of hashed customer data.
• Conversions API (CAPI): Facilitates anonymous tracking with event-match rates increasing by over 40%.
• Server-side Tagging via Google Tag Portal: Enhances data accuracy.
• TikTok’s MMM Ecosystem: An in-depth Marketing Mix Modeling API developed in partnership with Nielsen, Kantar, and Analytic Partners to provide precision measurement models.

More importantly, the report indicates that measurement methodology is shifting from “absolute precision” to “good enough for decision-making.” Media Mix Modeling and new attribution models are gradually replacing traditional methods, offering a more holistic view of true advertising effectiveness.

Distinct Paths for Every Platform

One of the most interesting insights is the clarification of the unique strategies pursued by each platform. Meta is betting on expanding its ecosystem into new frontiers like Threads (reaching 4.65 million users in Vietnam by late 2025) and WhatsApp (boasting over 1.5 billion status views daily worldwide). Google focuses on deeply integrating ads into the AI-driven search experience via Search Overviews and enhancing Performance Max with detailed keyword reporting and asset-level analysis.

Summary of Platforms Mentioned in This Report 

Source: Novaon Digital

TikTok has taken the boldest approach by making GMV Max the default ad format for TikTok Shop as of July 15, 2025—effectively moving toward 100% automation. Catalog Ads combined with Smart+ allow for personalized product recommendations based on user behavior, while Interactive Add-ons like Shake Surprise, Pop-out Showcase 3D, and Gesture Ads create unprecedented engagement.

The report does more than list features; it analyzes the practical application of each format and new ad placements. Notably, the analysis of TikTok’s account “reputation” system and the increasingly strict compliance requirements across all platforms are vital pieces of information for marketers looking to mitigate risk.

What Awaits You in Novaon Digital’s “Digital Ads Platform Update 1.2026”?

This report is not just a summary of past events; it is a forecast of the trends that will define the industry in the coming year. From AI becoming the “default setting” for every campaign to the explosion of Retail Media and Commerce Ads, every trend is analyzed with specific data and implementation guides.

Download the full “Digital Ads Platform Update 1.2026” report here.