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Digital briefing, October 16: Meta's new ad tools, Google's Universal Cart, Meta product scanning

Today: Meta rolls out new ad tools, Google's Universal Cart goes live in the US, and Meta unveils an open AI model built for Mac.

  1. Advertising

    Meta unveils new ad tools, including Ads Super Burst and First Impression Ads, at its Brand Building Summit #

    At its Brand Building Summit, Meta announced new brand advertising tools for advertisers. Ads Super Burst lets you buy concentrated campaign windows of 3 to 24 hours and is rolling out gradually to general availability this month. First Impression Ads, currently being tested in the US, targets the very first ad placement a user sees when they open the Facebook app. Meta is also expanding its Reels Trending Ads product with 15 fixed topic categories.

    What it means for your business: If you want to focus on a specific launch or seasonal moment, new timing-based ad options are on the way, though Meta hasn't said when these tools will arrive in Turkey.

    Source: Meta for Business — Meta Brand Building Summit: New Ways to Help Marketers Build Unforgettable Brands on Meta

  2. E-commerce

    Google's Universal Cart, a multi-store shopping cart, launched in the US on October 15 #

    On October 15, 2026, Google launched Universal Cart, a smart shopping cart, in the US within Google Search and the Gemini app. The cart pulls together products from different stores in one place, sends alerts for price drops and stock changes, and shows card benefits through Google Wallet. Checkout is available directly from the cart at Nike, Sephora, Target, Ulta Beauty, Walmart, Wayfair, and many Shopify stores.

    What it means for your business: There's no word yet on when this feature will reach Turkey, but businesses selling through Shopify could eventually see a similar integration.

    Source: Google Blog — An intelligent new shopping cart

  3. E-commerce

    At the Universal Cart launch, Google made no mention of the YouTube and Gmail integration it promised in May #

    Today's Universal Cart launch announcement covers only Google Search and the Gemini app, with no mention of the YouTube and Gmail integrations promised at the I/O announcement in May. Features demoed at the time, like compatibility checks and price history, are also absent from today's release. Google hasn't said whether these features have been delayed or dropped altogether.

    What it means for your business: Business owners should know that Universal Cart currently only works within Search and Gemini, and shouldn't expect sales through YouTube or Gmail for now.

    Source: Search Engine Journal — Google’s Universal Cart Is Live: How Carts Get To Your Store via @sejournal, @MattGSouthern · PPC Land — Google's Universal Cart reaches US Search and Gemini, but not YouTube

  4. Social media

    Starting October 28, Meta will automatically add product scanning to live ads #

    In a notice sent to advertisers, Meta announced that starting October 28, 2026, a product scanning experience will be added by default to live ads on Facebook and Instagram. Instead of going straight to your site, users who click the ad may first see product information and recommendations within the app. Meta says a test it ran between August 6 and 21, 2026 showed an average 3% increase in conversions. If you don't want this feature, you can turn it off before October 28 using the button in the notice or through your ad settings.

    What it means for your business: Businesses advertising on Facebook or Instagram need to check their settings before October 28, or their ad experience will change automatically right before the holiday shopping season.

    Source: PPC Land — Meta will turn on product browsing in existing ads on October 28

  5. AI

    Meta announces Muse Spark Open, an open-weight model built to run on Mac computers #

    Meta has introduced Muse Spark Open, an open-weight AI model with 816 billion parameters and a 1 million token context window. The model is designed for coding and multi-step automation tasks and, built in partnership with Apple, is optimized to run on the M5 Ultra chip in the Mac Studio. Running it locally requires at least 1 terabyte of RAM. Meta has already made the model available through various API platforms.

    What it means for your business: It's an interesting option for teams looking for an open-source alternative for coding and automation work, but the massive hardware requirements make it impractical for small businesses right now.

    Source: TechCrunch AI — Meta launches an open-weight AI model that runs on Macs · The Verge AI — Meta and Apple team up to make Muse AI models run better on Macs