Digital Marketing Shifts and Platform Rule Changes
The adjustments span from permanent alterations in Microsoft search bidding to the finalization of Google’s long-running spam algorithm update. Meanwhile, artificial intelligence developers introduced new visual ad testing phases alongside expanded tracking integrations, giving media buyers new formats to evaluate.
Microsoft Advertising Removes Max CPC Option for New Campaigns
Microsoft Advertising discontinued the “Max CPC” option for specific new campaigns utilizing non-portfolio bidding strategies starting October 1, 2026. This modification affects new campaigns relying on Target CPA, Target ROAS, Maximize Conversions, Maximize Conversion Value, and Maximize Clicks.
Existing campaigns already using Max CPC maintain their current settings without interruption. The setting remains available within portfolio bidding strategies, while Target Impression Share and Enhanced CPC structures remain unchanged. Advertisers must review available bidding options before launching new campaigns rather than assuming legacy controls apply.
Google Finalizes September Spam Update After Extended Rollout
Google completed the rollout of its September spam update on October 8, 2026, after initiating the deployment on September 24. The extended timeline means performance fluctuations observed during late September and early October now require careful post-rollout analysis.
Microsoft Ads is pulling Max CPC from new tCPA/tROAS/Max Conversions campaigns on Oct 1. The part nobody's flagging: Google Import loses it Jan 12, and a removed cap can never be re-added. If your Bing account is a Google mirror, that's your deadline.https://t.co/LIk8v1BcpR
Traffic drops following the update do not automatically stem from algorithm penalties. Shifts can result from technical errors, seasonal demand swings, competitor activity, or lost backlinks. Website operators should segment data by page type and directory before executing site-wide changes to identify the exact root cause of traffic variations.
OpenAI pilots visual ads for ChatGPT users
OpenAI announced a visual ad format pilot for ChatGPT, deploying tests to free and Go tier users in the United States alongside a limited roster of advertisers. almcorp.com reported that the platform guaranteed ads remain visually separated from generated responses and do not influence conversational outputs.
Alongside the visual format, OpenAI established measurement partnerships with Hightouch, Tealium, and LiveRamp. These integrations evaluate conversion attribution and campaign incrementalality, helping brands determine whether ad exposure directly drives purchases or merely claims credit for conversions that would have occurred organically.
Which advertising strategies and updates are active?
Which Microsoft Advertising strategies still support Max CPC?
Existing campaigns already utilizing Max CPC and new campaigns managed through portfolio bidding strategies retain access to the setting. Target Impression Share and Enhanced CPC options also remain unaffected by the October 1 rule change.
When did Google’s September spam update finish rolling out?
Google completed the deployment of its September spam update on October 8, 2026, following an initial launch date of September 24.
Which companies partnered with OpenAI for ad measurement?
OpenAI integrated measurement tools with Hightouch, Tealium, and LiveRamp to support web and app advertising attribution testing.
Who is eligible for OpenAI’s visual ad tests?
Free and Go tier users located in the United States currently participate in the visual advertising tests alongside a limited group of advertisers.
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