Jeremy Packee flies solo again to break down September’s biggest paid media updates, including Amazon’s new full-funnel campaigns, ChatGPT Ads integrations with Shopify and HubSpot, and Google’s latest measurement improvements. He also covers Pinterest’s new visual search ads, Amazon’s expanding AI shopping experiences, and emerging AI agents from Meta and OpenAI. As always, the focus is on what these developments mean for advertisers, which tools are worth testing, and where automation still requires a human touch.
Jeremy Packee is flying solo again for September's Click Brief, covering another busy month of paid media updates, emerging advertising opportunities, and AI developments.
Amazon introduced fully automated, full-funnel campaigns, while ChatGPT Ads expanded its capabilities with new Shopify and HubSpot integrations. Google continued improving measurement and first-party data tools, Pinterest introduced new visual search ad placements, and AI agents from Meta and OpenAI of
Top Takeaways
Biggest Platform Shift
Amazon launched its new full-funnel campaigns for U.S. advertisers, combining Sponsored Ads, display, video, and streaming TV into a single AI-optimized campaign. While the format promises simplified management and long-term growth, advertisers have limited control over placements and audiences, making careful testing and performance evaluation essential.
Platform to Watch
ChatGPT Ads introduced new integrations with Shopify and HubSpot, making it easier for advertisers to manage campaigns, connect product data, track performance, and follow up on leads. Jeremy sees these integrations as a significant opportunity for e-commerce advertisers heading into the holiday shopping season.
Visual Search Opportunity
Pinterest announced new visual search ad placements for Performance+ campaigns, combining keyword relevance with AI-powered image recognition. Advertisers can reach shoppers as they explore products visually, creating additional opportunities to connect with users who may not know exactly what they're searching for.
Measurement Upgrade
Google expanded Data Manager integrations and introduced a new metric showing conversions recovered through first-party data. GA4 also added hostname include filters, giving advertisers more control over which domains can send event data and helping improve reporting accuracy.
AI Agent Watch
Meta introduced Muse, a personal AI agent capable of shopping, booking travel, and completing tasks, while OpenAI began rolling out Dots for ongoing work and research. These developments point toward a future where AI agents play a larger role in how consumers shop and how businesses manage everyday tasks.
Other Platform & AI Updates
Final Take
September's updates highlight two major trends shaping digital advertising: platforms are continuing to automate campaign management, while AI-powered shopping and personal agents are changing how consumers discover and purchase products. From Amazon's full-funnel campaigns to ChatGPT's expanding advertising integrations, new opportunities are emerging for advertisers willing to test. The key remains understanding where automation adds value, maintaining visibility into performance, and making sure new technology delivers measurable business results.
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