Is Meta’s new app a Reddit-killer?

Today’s Social Media advertising rates are thitting cleanup:

↗️ META: $9.48 | ↘️ TIKTOK: $3.45 | ↗️ SNAPCHAT: $8.36

In this week’s edition: 

• 🧠 Open AI’s ads pivot to performance marketing

• Agency life upgrade: Reddit’s new dashboard 👽

• 🍿 Roku City is getting a glow-up

But first…

♾️ Is Meta’s new app a Reddit-killer?

Meta has released a separate group-discovery app, called Forum—which looks an awful lot like an attempt to convert its popular groups to a Reddit-like experience.

The new twist: Meta is trying to replicate Reddit behavior by pushing users to ask questions within their groups, in a feature they call…Ask (Beta). “See what real people are saying, not just what’s trending...Looking for opinions, advice or recommendations? ‘Ask’ pulls together responses from across groups, so you can get answers right away from people who’ve been there and join the conversation.”

The Inside Scoop🍦: Now trending in performance media

🔎 Google announced this week that you can now manage your Google Display Network (GDN) presence directly through Demand Gen campaigns.

• Google said that display advertisers will still be able to serve ads exclusively on the GDN, though this updated management setup will make it easier to expand campaigns across YouTube, Discover, and Gmail.

• Some advertisers will be prompted to move their existing campaigns to Demand Gen beginning next month, with automatic migration “coming later.”

🎯 YouTube has introduced a new Unique Reach metric for creators, designed to better reflect total audience exposure, particularly for CTV viewing with multiple people watching on a single screen.

• The metric is powered by YouTube’s proprietary modeling, with the platform stating estimates are validated against industry-standard measurement partners such as Nielsen.

• While this may provide advertisers with a broader view of CTV reach, remember that these are modeled estimates.

🤓 Analytics nerds beware: Google is introducing a new Google Ads data retention policy that will limit how long advertisers can access historical reporting data inside the platform and APIs.

• Beginning June 1st, Google Ads reporting data for periods shorter than one month will only remain available for 37 months.

• Monthly, quarterly and annual reporting data will remain accessible for 11 years.

• Reach and frequency metrics will only remain available for 3 years.

• This change increases the need for automated data exports to preserve reporting.

🧠 OpenAI is expanding its advertising ecosystem beyond brand awareness and pivoting into performance marketing. By introducing conversion-oriented ad formats, robust measurement tools, and outcome-based pricing, OpenAI is establishing a lane that leads to direct competition with Google and Meta—particularly within industries that rely on ecommerce and lead generation. 

New capabilities include:

• Conversion-based pricing models

• An OpenAI pixel

• API integration that allows advertisers to send first-party conversion data back into OpenAI’s systems

💼 LinkedIn has expanded its partnership with DoubleVerify to offer post-bid measurement for LinkedIn Audience Network campaigns, giving advertisers more visibility and confidence in external ad placements.

• Advertisers can now independently measure key media quality signals, such as viewability, brand suitability, and geography, across third-party audience network placements.

• This update brings greater transparency and confidence in where LinkedIn ads are serving beyond the platform itself

👽 Reddit announced a series of updates for app advertisers:

• Reddit Max campaigns are now available in beta for app advertisers. 

• You can now optimize for app events and move beyond installs, which is now available for all advertisers. 

• Advertisers can now see dual attribution and compare Reddit’s first party event data alongside MMP and SKAN last-touch reporting in one place. 

🥲 Currently improving quality of life on the platform for us: Reddit’s Account Timezone Update Opportunity. This update allows advertisers to manage budgets, pacing, reporting, and billing in their local timezones instead of being restricted to UTC. Account admins can currently update the timezone directly in the Ads Dashboard; however, this change must be completed by Sunday, May 31st. Following that date, a new account would need to be created to update timezones. To update your timezone:

• Click the top left corner in the dashboard to open up the navigation menu sidebar. Scroll down to the "Business" section of the menu and select "Assets:

• This will take you to the "Ad Accounts" section of the Assets menu. Click the "Edit" button near the top right corner.

• The Account settings window will appear, allowing you to update the timezone.

💅 Pro Tip: This week, Reddit has made profile creation available within the business manager on the Reddit ads dashboard—a boon to agencies that need to set these up on behalf of clients. Here’s where to look:

• Under the business assets tab there is now a create profile button. All that is needed in order to onboard clients onto an agency’s business manager is an email, password, and username for the client.

• Once the account is created, agencies can also create an ad account under the business manager and assign the newly created profile to the new account. After that, the agency is able to run ads, and the client will have access to the organic account.

📌 Pinterest’s Summer 2026 Trend Report highlights a transformation in sports fandom on the platform. The report “shows that sports are moving from a spectator moment to an entire aesthetic, vibe, and identity,” with fans adopting athletic iconography and drawing their inspiration from female athletes. It’s definitely a vibe:

📦 Amazon Ads unveiled a ton of new updates at the 2026 Upfronts. More details to come, but new product updates and capabilities include:

• Activate against dedicated live events line items using Live Events Optimizer. This allows you to reach users on Amazon O&O inventory and other publishers like Fubo and NBCU.

• Remote-enabled interactive video ads have expanded to Samsung TV Plus.

• Local advertisers can use interactive ads to show local prices, offers, and nearby store locations.

• Premium takeovers are available on Fire TV allowing advertisers to own all units in an immersive CTV experience.

• Interactive Personalized Creative Overlays, Next Up Ads, and AI-Powered contextual CTV are launching later this year.

🐰 Tubi gave us a sneak peak at the following new products—to be released later this year—that were announced during Upfronts. Expect to see minimum buys on all of these:

• Tubi Storefronts: Drive Tubi viewers down the funnel with tailored, second-screen shopping experiences and ad formats in the Tubi Shop.

• Branded Scrubber: Replace the progress indicator in Tubi’s video player with a brand image (required to pair with the Tubi Timeout and/or any Premium Sponsorship).

• Connected Conversions: Incorporate CTV-to-mobile conversions through elements like “send-to” buttons and QR codes.

• Interactive Pause Ads: Add carousels, trivia, or polls directly within the Pause Ad experience.

• Scene Sense: An enhanced player interface powered by Tubi Moments contextual signals, dynamically surfacing relevant information and brand messaging.

🍿 Roku announced that it is revamping the homescreen, highlighting the most-used apps more prominently, a larger marquee ad spot, a top picks for you section based on your watch history, and Roku City will get its own app with more interactivity. This is the platform’s first homescreen glow-up in a decade—and yes, thanks for asking, Roku City is still standing:

Thanks for reading! We’ll be back next week to fill your inbox with more tips, tricks, and treats from the addressable universe.

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This week’s edition of the Thread was created by Jess Dashner, Anoushka Madan, Mariya Samardzhieva, Sabina Saktaganova, Sims Wilson, Kiara Quigley, Lara Spijkerman, Kayleigh McDonald, Caitlin LaValle, and Carly Carioli.