Welcome to the latest edition of Katalys Connect – your shortcut to the latest in performance marketing!
[Read time: 4 minutes]
What’s in this issue? Each week we pack the latest trends, actionable insights, and industry breakthroughs into a quick read – ensuring you’re not just keeping up, you’re staying ahead.
- Monetization: Discover how a new tool is helping publishers navigate MFA blocklists, Twitch is shaking up creator earnings, and Meta’s content policies are raising brand safety concerns.
- Growth: Learn how Google’s ad outage left brands scrambling, Meta’s AI chatbots could change customer interactions, and Reddit’s latest research reveals insights on building AI trust.
- The Future of Commerce: Explore how shopping apps are evolving into entertainment platforms, Amazon’s Alexa+ is making AI shopping smarter, and TikTok’s ecommerce strategy keeps gaining momentum.
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💸 Monetization
MFA Blocklist Transparency • The Brand Safety Institute (BSI) has launched a tool allowing publishers to check if they are flagged as made-for-advertising (MFA) sites and take steps to resolve the label.
- Publishers can now search their domains against blocklists from verification vendors like IAS, Jounce Media, and Pixalate, reducing reliance on agencies or ad buyers to uncover MFA designations.
- The tool also provides guidance on how publishers can work with vendors to appeal MFA classifications, addressing a longstanding issue where sites unknowingly lose ad revenue for months.
Brand Safety Double Standard • As Meta loosens content moderation, publishers argue that brand safety tools unfairly punish news sites while allowing ads to thrive on riskier social platforms.
- Meta’s shift raises concerns that publishers with editorial oversight remain blocked from ad revenue, while brands continue spending on platforms where misinformation and harmful content go unchecked..
- With social media removing safeguards, publishers must position themselves as brand-safe alternatives, offering fact-checked journalism in a landscape increasingly shaped by engagement-driven, unverified content.
Twitch Expands Monetization to All • Twitch is opening up subscriptions and the platform’s virtual currency Bits to all streamers, aiming to compete with platforms like Kick and YouTube by lowering the barrier to earning revenue.
- The move counters Kick’s 95% revenue split offer and is expected to bring back streamers who left for better monetization deals, while Twitch also rolls out new sponsorship tools and interactive features.
- Creators welcome enhanced discovery tools and clip editing, but some worry the broader monetization rollout could impact top streamers’ earnings, though Twitch insists it will grow the platform’s overall revenue pool.
📈 Growth
Google Ads Glitch • A weekend-long Google Ads outage disrupted some advertisers’ campaigns, with a portion of accounts experiencing impression drops of up to 95% and tens of thousands in lost ad revenue.
- The disruption, which began on March 1, caused ad serving failures, impression declines of up to 95%, and unexpected campaign errors, forcing affected brands to overspend to recover lost traffic.
- Google acknowledged the issue but has yet to explain the cause, frustrating advertisers who are demanding clearer communication after repeated platform disruptions in recent months.
Meta Tests Business AI • Meta is piloting AI-powered chat agents that let users interact with ads, ask product questions, and receive recommendations directly on Facebook and Instagram.
- The Business AI tool, designed for brands of all sizes, can pull from product catalogs, brand guidelines, and promotional offers, helping businesses engage customers without the need for costly AI development.
- Meta is currently offering the feature for free in pilot tests, ensuring users are notified when they’re chatting with AI, while also preparing to launch a subscription-based AI app in the coming months.
Reddit’s AI Adoption Insights • Reddit’s latest research with GroupM and WPP reveals how brands can bridge the trust gap in AI adoption by addressing consumer skepticism and misconceptions.
- Many consumers don’t recognize AI’s role in daily life, with only 17% realizing when they use AI tools, highlighting the need for brands to showcase real-world applications and practical benefits.
- With 73% of Reddit AI users wanting ads that enhance creativity and 74% seeking educational content, brands should focus on transparency, intuitive design, and trust-building to drive AI engagement.
🚀 Future of Commerce
Shopping Apps Go Social • Social-commerce apps like LTK and Flip are expanding beyond shopping, integrating entertainment features to keep users engaged and build stronger communities.
- LTK’s relaunch introduces lifestyle-focused content, geographic discovery, and social connections, encouraging creators to post beyond product recommendations, while Flip has added general entertainment clips.
- With social-commerce sales projected to hit $100 billion by 2026, startups are racing to create their own entertainment ecosystems rather than relying on platforms like TikTok and Instagram for distribution.
Amazon Unveils Alexa+ AI • Amazon is rolling out Alexa+, an AI-powered upgrade to its voice assistant that enhances ecommerce capabilities, offering seamless shopping, personalized recommendations, and automated order management.
- Alexa+ integrates with Amazon, Whole Foods, Uber Eats, Ticketmaster, and more to allow users to place grocery orders, book reservations, and make purchases hands-free
- The AI assistant remembers past orders, learns shopping habits, and suggests tailored products, positioning Amazon to take a lead on AI-driven commerce while expanding its influence in retail automation.
TikTok’s Ecommerce Growth • TikTok’s latest report highlights how its interest-based algorithm and creator-driven shopping experience are fueling in-app ecommerce growth, setting it apart from traditional social platforms.
- Unlike other social apps that rely on social graphs, TikTok’s algorithm surfaces products based on user interests, making product discovery feel more organic and personalized, which drives higher engagement and conversions.
- The report, based on a study of 3,876 users, finds that TikTok shoppers trust creator recommendations over traditional ads, with many praising the platform’s seamless in-stream shopping experience as a key factor in purchase decisions.
