It’s still about AI…
2026 is already bringing major changes and initiatives to the marketing world. AI is automating more than ever – and that requires new strategies and a sharpened focus.
Get fully up to date with the February edition of Xtracts, your digital news digest.
OpenAI plans to test ads in ChatGPT
OpenAI began testing ads in ChatGPT at the end of January this year. It’s a significant step for the platform, which has otherwise stayed away from advertising. The high costs of running ChatGPT may have forced OpenAI to change course, as only a small fraction of the company’s nearly one billion users pay for a subscription.
Users of the free version and the new Go subscription can now see ads in their responses when asking ChatGPT a question. The ads are clearly labelled as sponsored content. OpenAI emphasises that the ads do not influence the answers provided by the AI, and that user data will not be sold to advertisers.
For those of you working in marketing, this opens up an entirely new channel. ChatGPT has 800 million weekly users, many of whom use the platform for research and purchasing decisions. Ads are served based on the current conversation, providing a high degree of in-the-moment relevance.
OpenAI is balancing the need to generate revenue with maintaining user trust. It will be interesting to follow whether users accept this test
Source: Search Engine Land
LinkedIn launches Reserved Ads
LinkedIn has launched Reserved Ads, giving advertisers the ability to secure the first ad slot in the LinkedIn feed. It’s an entirely new way to guarantee visibility, and is particularly relevant for product launches and brand awareness campaigns.
With Reserved Ads, you can reserve the top placement for a day or a set period. It works with video, image and text ads. You pay a fixed price rather than competing in an auction, providing predictability for both budget and results.
LinkedIn is also rolling out ad personalisation. Your ads can now automatically tailor the copy using the viewer’s first name, job title, industry or company. This increases relevance without any additional effort.
A new AI Ad Variants feature lets you generate multiple versions of your copy with a single click. Later in 2026, Flexible Ad Creation will arrive, allowing you to upload multiple images, videos and copy variations. LinkedIn’s system will automatically combine them and optimise towards the best-performing results.
Reserved Ads are particularly interesting for B2B marketing. LinkedIn’s users are in a professional mindset, and the top placement ensures your message gets seen.
Source: Social Media Today
Meta gives EU users a choice on personalised ads
From January 1st this year, Facebook and Instagram users in the EU gained a real choice over how their data is used for advertising. This came following pressure from the European Commission and a fine of €266 million issued to Meta.
Users can now choose between two options: 1. They share all their data and receive fully personalised ads, or 2. They limit data collection and receive less targeted ads. This is the first time Meta has offered such a choice on its social platforms.
Previously, Meta’s “consent or pay” model forced users to choose between a paid subscription without ads or full data collection. The EU considered this a violation of the Digital Markets Act.
For marketers in Europe, this means reduced targeting options for a portion of users. The number of users who choose to limit data collection will impact campaign results.
Meta does, however, continue to collect data from AI interactions for targeting purposes. Their updated privacy policy from December 2025 means that conversations with Meta AI can be used to personalise ads. This applies across Facebook, Instagram and WhatsApp.
How Meta presents these choices to users will be crucial. The company has previously used design tactics to nudge users towards data sharing. The European Commission will be monitoring the implementation closely.
Source: European Commission
Google opens up for Prediction Markets ads
From 21st of January this year, Google is allowing ads for prediction markets in the US. It is the first time Google has opened up this ad category, which until now has been entirely prohibited.
Prediction markets are platforms where people trade contracts based on the outcome of future events. This could be elections, sports results or economic events. Users buy “yes” or “no” contracts and profit if their prediction turns out to be correct.
All advertisers must go through Google’s certification process. This creates a high barrier to entry, but those who make it through gain early access to an entirely new advertising opportunity. Ads can appear across Google Search, Display, YouTube and the Discovery network.
For marketers in the finance and tech industries, this could become relevant. However, the certification process typically takes 6–18 months and requires extensive legal expertise.
Google’s decision signals a cautious opening towards regulated financial products, following a gradual expansion of access for sports betting and daily fantasy sports in recent years.
Sources: Search Engine Land
TikTok expands Marketing Partners Program with channel sales experts
TikTok has launched a new “Channel Sales Partner” category within its Marketing Partners Program. The aim is to make it easier for small and medium-sized businesses to get help with their TikTok advertising.
The new partners act as experts who can guide businesses through TikTok’s advertising platform, helping with everything from campaign setup to optimisation and measurement. It is particularly aimed at businesses that do not have in-house TikTok specialists.
TikTok is starting with six certified partners: C-4 Analytics, Diginius, LocaliQ, Logical Position, Opteo and Scorpion. They represent some of the most established SMB marketing platforms in North America and Europe.
TikTok’s Marketing Partners Program was launched in 2020 and has been expanded several times since. Most recently, TikTok added a “Shop Ads” category to help retailers. Channel Sales Partners is now the latest addition.
Source: Social Media Today
