It’s Thursday.
TikTok is testing a new ad-free “Pro” app in Europe focused on education, wellbeing, and charity — likely to ease pressure from EU regulators.
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Rare Beauty’s billboards don’t just advertise — they sample
Rare Beauty just launched scratch-and-sniff billboards across NYC to promote its debut fragrance. Scan the QR code (only works if you’re nearby), and you can claim a rollerball sample via Shopify’s Shop app.
Why it matters:
→ This isn’t just OOH — it’s a sampling engine
→ Combines mobile tech with real-world interactivity
→ TYB challenges helped gamify the campaign for Rare’s community
The bigger move: Brands like Rare, Glossier, and Fenty are turning physical spaces into performance channels. “Sampling while we sleep” is the new ROAS.
🤝 Supported by Smart Recognition
What if we told you that you can Identify the email addresses of your anonymous website traffic?
A new AI-powered tool, Smart Recognition, has created the next evolution in lead generation.
Rather than getting only 5% of your traffic via an opt-in form, you can now target and email most of your website traffic, growing your email list and revenue faster!
Here are just some examples of how you can use this:
Capture the email addresses of up to 40% of your anonymous website Traffic.
Email an irresistible offer to prospects browsing your site.
Send abandoned cart emails to people who don't complete checkout.
Add those email addresses to Meta remarketing audiences.
Curious to see how much of your anonymous website traffic you can identify?
Instagram is now a search tool — not just a scroll trap
Instagram posts are beginning to show up on Google Search. That means your social feed isn’t just content anymore — it’s a discoverability asset.
What brands are doing:
→ Hint and Huug are rewriting captions with keywords
→ Alt-text is in, vibes-only captions are out
→ Posts are built like micro-landing pages for SEO
The shift: Social is now part of your long-tail strategy. Brands that treat every post like searchable, evergreen content will win in this new hybrid of search + social.
Amazon blocks AI shopping bots — Shopify leans in (with rules)
Amazon’s quietly updated its code to block AI agents from Google, OpenAI, Perplexity, and Claude. Its listings are disappearing from chatbot shopping results.
Why it matters:
→ Amazon’s protecting its $56B ad business and direct data
→ Shopify’s more open — but only if AI tools use Shop Pay for checkout
→ Walmart? Still playing nice with AI agents
This is about control. As AI becomes the new front door to e-commerce, Amazon is building walls while Shopify is handing out keys (on its terms).
Meta still drives big results — but Advantage+ isn’t a silver bullet
New data from 640 experiments run by Haus show Meta’s campaigns still move the needle — but blindly trusting automation can backfire.
What stood out:
→ Advantage+ wins early, but underperforms over time
→ Manual campaigns saw 32% post-period lift vs. 17% for Advantage+
→ Brands that split 50/50 between tactics saw an 18% drop in iROAS
→ Omnichannel sales (in-store, Amazon, etc.) made up 32% of Meta’s impact
→ Mid- and upper-funnel campaigns are quietly outperforming reach-only tactics
The bottom line:
Use Advantage+ for speed. Manual for longevity. Creative is still the lever that makes it all work.
Read more
Chipotle and Wonderskin Beauty collab → WWD
Favikon Engagement Rate Benchmark Report 2025 → Favikon
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