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Analytics features mark recent ad updates from Google, TikTok, and more

This month’s ad platforms update is all about analytics, with Google, TikTok, and Microsoft announcing improved reporting tools. Plus, Amazon announced on-site and off-site retail media innovations. And we saw some interesting ad network updates from Lyft and Intuit. Here’s a breakdown of what’s new.


Google’s updates are largely focused around reporting and AI.

Over at YouTube, in-stream ads are now called skippable ads. YouTube also introduced functionality to link from Shorts to longer videos in order to drive traffic.


TikTok expanded data for advertisers with a new ad transparency library and post-purchase survey data.


Amazon is building tech that will help publishers advertise on its site. While bringing off-site publishers into the Amazon fold, the company also added a number of off-site placements to its own Sponsored Products ads.


Also jumping on the data transparency trend is Microsoft, which is testing a new dashboard called Universal Event Tracking Insights. And Microsoft opened its own Performance Max platform in beta after seeing Google’s success.


Lyft announced it would serve display ads on the Lyft app to capitalize on the ad success Uber has seen recently.


Intuit launched its own B2B ad network for small businesses, SMB MediaLabs.