Meta Ads Updates: Our Take on June’s Biggest Releases

Meta’s latest suite of advertising updates, unveiled during IAB NewFronts and expanded in their “Suite of Truth” announcement, signals a clear shift: We’re entering a post-click measurement era, and Meta wants to lead the charge.

From enhanced measurement tools to new video and influencer-focused ad types, June’s updates are all about giving marketers more clarity and creative flexibility. Here’s what we’re watching closely and what we recommend testing.

Measurement 360: A New Frontier in Attribution

What’s new?
Meta introduced its Measurement 360 solution to help advertisers move beyond last-click attribution. This suite is designed to give a more holistic view of user behavior across channels, acknowledging that not every conversion starts with a click.

Why it matters:
If you run multi-touch campaigns or target Gen Z and Millennials, this is huge. These audiences often don’t convert directly from ads; they see something, research later, and convert through a different channel (like search or direct). Measurement 360 helps capture that path.

Our take:
No one at JDM has tested this (yet), but if you’re running full-funnel campaigns, especially in B2B or ecommerce, it’s time to get curious. This could unlock major insights on how TOF strategies contribute to the pipeline.

What Meta Stands to Gain from Ditching Clicks

Let’s be honest: TOF campaigns have historically been underappreciated because they don’t “perform” in a click-based world.

But as consumer behavior changes and platforms like TikTok normalize discovery-first engagement, Meta’s development of more nuanced attribution could mean:

• More credit for TOF ads
• Stronger case for brand-building strategies
• Better optimization signals from high-intent, organic conversions

This could make TOF investments measurable, and finally shift some love (and budget) back to the top of the funnel.

New Ad Types: Meta vs. TikTok?

Meta is coming for TikTok’s territory with its latest wave of ad formats, including:

• First Impression Video Ads on Threads
• Video Expansion for Reels
• Updates to Instagram’s Creator Marketplace

These ad types are built for discovery, scroll-stopping visuals, and creator-led storytelling, aka everything TikTok has dominated.

Meta still wins when it comes to conversion-focused infrastructure and broader age demographics. And while TikTok is powerful, it’s still heavily Gen Z. Meta's ecosystem remains a strong bet for advertisers who want to span generations and drive action.

Which New Formats Should B2B Brands Test?

Here’s what we’re excited to try (and what you might want to put on your radar):

• Threads Video Ads:
  These are now live and treated as an extra placement within your Meta campaigns. No need for extra budget, just a chance to increase reach among an emerging audience.
• Reels Video Expansion:
  Meta will auto-generate creative variants from your top-performing video assets, extending their lifespan and giving your content new legs across placements.
• Trend Tracking in Creator Marketplace:
  Even if you’re not using influencer partnerships, watching what’s trending here can inform your own ad creative. Think: using the same sound or structure that’s working organically.
  
  

Meta’s June updates show a shift toward:

• Better TOF measurement
• More immersive ad experiences
• A growing focus on video and creator-first formats

If you’re still thinking of Meta as a pure performance channel, it’s time to zoom out. The future is multi-touch, media-rich, and top-funnel smart.

Let us know if you’re ready to test any of these formats or want help strategizing how they could fit into your next campaign.