What’s new in paid media this month - October 2025
If you’ve ever felt like digital ads change faster than your toddler’s mood swings — you’re not wrong.
October brought a handful of updates that’ll shape how your ads show up (and how far your dollars stretch).
Here’s your bite-sized update — no jargon, no panic, just what actually matters.
Meta’s Getting “Smarter” About Ads
Meta (Facebook + Instagram) announced a new way it learns about what people like.
Starting December 16, when someone chats with “Meta AI” inside the app — that info can help personalize what they see, including ads.
So if someone’s been chatting about travel or home renovations, your local business might show up to the exact right person without you lifting a finger.
What this means for you:
Your ads may naturally reach more of the right people as Meta gets better at matching intent.
We’ll be keeping an eye on how this evolves — it’s new territory, but the goal is better performance with less guesswork.
From the reputable source, Reuters and Meta themselves.
AI in Advertising Just Got a Roadmap
IAB Canada (the big industry group for advertisers) launched a super prctical AI Use-Case Map to help businesses use AI tools wisely.
Instead of chasing the next shiny robot, the focus is on using AI where it actually helps — things like:
Writing smarter headlines
Testing ad images
Automating small tweaks to improve results
What this means for you:
We’re already experimenting with responsible AI tools that help lower your ad costs and speed up optimization — without losing the human touch that makes your ads feel like you.
A salut to the big guys, IAB Canada.
Spotify Ads Just Got Easier to Access
Music to our ears (literally): Spotify is now officially available through major ad platforms in Canada.
That means we can place audio ads alongside your usual Google or Meta campaigns — reaching people while they drive, work out, or make dinner.
What this means for you:
Audio ads aren’t just for big brands anymore. They’re now affordable, trackable, and perfect for local awareness or storytelling.
Our thoughts? Spotify is going to be BIG!!! Here’s some more cred on this, Marketing News Canada.
TV and Digital Ads Are Finally Teaming Up
Marketers have been begging for this one:
Canada is moving toward one shared system for tracking both TV and online ads.
That means clearer reporting, less overlap, and smarter planning for brands running ads across multiple screens.
What this means for you:
If you ever branch into YouTube, streaming, or TV-style placements — you’ll soon have cleaner data to see what’s actually working.
New Data: How Canadian Businesses Are Spending on Ads
A new report dropped from eMarketer showing how Canadian businesses are actually splitting their ad budgets — between Google, Meta, programmatic, and others.
Spoiler: Search and social are still leading the pack, but streaming and AI-driven platforms are growing fast.
What this means for you:
We’re using these benchmarks to make sure your campaigns stay balanced — not overinvested in one platform or trend.
Finally, Some Good News: That Extra Ad Tax Is Gone
If you noticed weird “digital tax” fees on your Google or Amazon ads earlier this year — great news.
Canada’s Digital Services Tax was officially repealed, meaning that 2–3% extra charge is no longer being added to your ad spend.
What this means for you:
Your ad dollars now go further.
We’ve already seen those fees disappear from client invoices — more budget, same spend.
From the source themselves, the Government. of Canada!
The Return of Real, Relatable Ads
This month, a clear trend across the industry: people are done with pushy, flashy ads.
“Fewer, better, more human” is the vibe — and it’s paying off.
What this means for you:
If you’ve been thinking about fresh ad creative or storytelling-style videos — now’s the time.
The brands winning right now are the ones that make people feel, not just scroll past.
Your October Ad To-Do List
✅ Keep your Meta ads running — smarter targeting is on the way
✅ Don’t fear AI — we’re using it strategically to cut waste, not corners
✅ Ask us about testing Spotify or audio ads this winter
✅ Celebrate that extra tax disappearing (🎉 seriously)
✅ Focus on quality creative — we’ll handle the rest
