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Digital briefing, October 12: Amazon market share maps, NIQ and Google ad model

Today: Amazon rolls out market share maps in nine countries, NIQ integrates Google's Meridian model, and new research reveals how Meta's Muse picks products.

  1. Advertising

    Amazon makes brand market share maps accessible with no coding in nine countries #

    On October 2, 2026, Amazon Ads added ready-made brand penetration maps to its Geographic Insights and Activation tool. Self-service advertisers can now see where their brand is strong or weak by category and region, without building a model in Amazon Marketing Cloud. The feature is available in the US, Canada, Germany, Spain, France, Italy, the UK, Australia and Japan, with maps updated weekly.

    What it means for your business: Regional analysis like this used to require a data team; now you just pick the ready-made map and adjust your campaign accordingly. Turkey isn't among the nine countries, so it's unclear when this feature will roll out there.

    Source: PPC Land — Amazon DSP advertisers in 9 countries get brand penetration maps without AMC

  2. Advertising

    NIQ builds Google's free ad-budget model into its own platform #

    On September 30, 2026, consumer data company NIQ announced it has integrated Meridian, Google's open-source marketing mix model, into its own platform, NIQ Cadence. This lets data entry, model runs and scenario planning happen in one place. NIQ hasn't shared details on pricing, launch customers or which markets will have access.

    What it means for your business: For businesses trying to figure out how to split budget across TV, search and social media, this kind of integration can speed things up—but it's worth remembering that the company behind the model, Google, is also the one selling the ad channels.

    Source: PPC Land — NIQ's Cadence now runs Google's open-source ad budget model, Meridian

  3. E-commerce

    Study: Meta's Muse assistant picks most product recommendations from the web, not its own catalog #

    Research published by Profound on October 2, 2026 found that Meta's Muse shopping assistant picks four out of six products by live-browsing websites, pulling only two from Meta's own product catalog—even though the catalog offers it roughly 15 times more candidates to choose from. The study also found that Muse and its competitor Instinct crawl sites without identifying themselves.

    What it means for your business: If you want your products recommended by AI assistants like this, your site needs to be both listed in Meta's catalog and easy for a crawler to read—clear labeling and a readable page structure can give you an edge here.

    Source: PPC Land — Meta's Muse draws 4 of 6 shopping picks from 2 websites, Profound finds