Facebook is testing updates to its Pages feature, used by over a billion people monthly, to enhance mobile experiences for discovering and interacting with local businesses.
Key updates include enhanced call-to-action buttons that allow customers to schedule, order, or buy directly from a Page without leaving the app.
Businesses can integrate with existing service providers like delivery.com for ordering, HomeAdvisor for booking, or Eventbrite for ticketing.
Alternatively, they can use Messenger for quotes and appointments through 'Get Quote' and 'Request Time' buttons.
Additionally, friend recommendations now lead directly to business Pages, and when people ask for recommendations, they can include business Pages in comments and on a map.
The goal is to make Pages a comprehensive mobile solution for businesses, enabling seamless customer actions and discovery.
Meta introduces Business Agent, an AI tool for businesses to provide instant, personalized customer responses 24/7 on WhatsApp, Messenger, and Instagram. It answers questions, recommends products, books appointments, and closes sales. Setup is free initially, with future paid subscriptions. It also helps businesses get discovered via WhatsApp search and offers a morning briefing for operators. A platform allows integration with systems like Shopify and Zendesk for large enterprises.
AppsFlyer MCP connects Claude to live attribution data, eliminating CSV exports. Gaming, finance, and e-commerce teams use it to automate reporting, catch budget anomalies, and answer performance questions in real time, transforming workflows in under 60 seconds.
Instagram deep links route users to apps, but Instagram's walled garden often breaks them. AppsFlyer's OneLink provides deferred deep linking, attribution, and branded landing pages to fix this, making Instagram a measurable growth channel.
TikTok and Salesforce expand partnership to help brands connect discovery with customer relationships via integrations across Salesforce solutions.
World Cup 2022 data shows app installs surged 131-204% in the first week, especially on November 22. Engagement peaked around national team matches, with significant growth in sports news and streaming apps. Non-participating markets like China saw massive interest. Marketers should focus on real-time adaptation for 2026.
MAU 2026 shifted focus from building to attention as the bottleneck. Key themes: mobile-grade measurement extends to web, AI moves from demo to production, retention overtakes acquisition, and web-to-app becomes efficient top-of-funnel. Cross-platform attribution is now a priority.
Google introduces new AI-powered ad formats in Search using Gemini models, including Conversational Discovery ads, Highlighted Answers, AI-powered Shopping ads, and Business Agent for Leads, to provide personalized, helpful ad experiences that build trust.
Google is testing new AI-powered ad formats using Gemini models to improve ad relevance and user experience. Conversational Discovery ads provide tailored answers to user queries, while Highlighted Answers appear in AI Mode recommendation lists. AI-powered Shopping ads generate custom product explanations, and Business Agent for Leads offers instant chatbot responses based on advertiser websites. The Direct Offers pilot expands with promotion bundling, native checkout, and travel integration.
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