Modo25

In this week's digital news:

📖 Google says AI visibility hinges on content people want to read
📣 Meta launches advanced AI ad features
💻 Google desktop CTR climbs while mobile dips
💰 Walmart buys ‘the Google Ads of streaming’

And more, https://hubs.la/Q04mWyPl0

The UK's incoming social media ban for under 16s has a lot of people talking about child safety online.

But for brands running paid social, there's a quieter but significant implication that hasn't been discussed as much.
A meaningful portion of gift-led advertising, like toys, games, fashion, tech, is targeted at or through younger audiences on platforms like TikTok and Instagram. That audience is about to disappear from those placements entirely. Christmas campaigns, birthday gifting, back-to-school, the targeting strategies that have worked for years will need rethinking from the ground up.

And it's not just paid. Younger users have been some of the most active drivers of trends and algorithm behaviour on short-form platforms. Remove that demographic and the content ecosystem changes too. What goes viral, what gets surfaced, what feels culturally relevant all of it will look different.