Marketing Tech Weekly — 2026-09-06

Ad Platform Updates

Google: Dynamic Search Ads Upgrade to AI Max

• What changed: Starting in September, campaigns using Dynamic Search Ads (DSA), automatically created assets (ACA), and campaign-level broad match settings will automatically be upgraded to AI Max. This move aims to help more advertisers access the benefits of AI Max's automated bidding and creative generation.
• Who's affected: Advertisers currently using DSA or ACA features within Google Ads.
• What to do: Review active campaigns to ensure they are compatible with AI Max requirements and adjust budget or strategy if necessary before the automatic upgrade completes.

TikTok: Collage Carousel Format Rollout

• What changed: TikTok has introduced "Collage Carousel," a new ad format that displays one hero image and three additional product visuals in the first frame. Each image is clickable and links directly to its respective product detail page.
• Who's affected: E-commerce advertisers and brands looking to increase product visibility without requiring multiple ad units.
• What to do: Test the Collage Carousel format for high-volume SKUs to see if multi-product visibility improves click-through rates compared to standard single-image ads.

Meta: Integration of Meta AI with Meta Ads

• What changed: Recent updates indicate that Meta AI is now working with Meta Ads, enhancing how ads are generated and potentially optimized within the platform.
• Who's affected: Meta advertisers leveraging automated creative tools.
• What to do: Monitor performance metrics for ads generated with Meta AI integration to determine if the new workflow improves efficiency or cost-per-acquisition.

New Tools & Launches

Adobe Rilo Acquisition

• Category: AI Workflow Orchestration / Enterprise Marketing Automation
• What it does: Adds AI workflow orchestration capabilities to Adobe’s ecosystem, aiming to automate tasks surrounding enterprise marketing operations.
• Why it matters: This acquisition underscores the industry trend toward integrating AI not just for content creation, but for managing the complex workflows that surround marketing execution.
• Pricing: Undisclosed terms.

2 sources

martech.org

martech.org

martech.org

martech.org

InboxAlly Deliverability Hub

• Category: Email Deliverability / Analytics
• What it does: Launches a hub with 11 free tools designed to help marketers monitor and improve email deliverability.
• Why it matters: As inbox providers tighten spam filters, having accessible, free tools to diagnose deliverability issues becomes crucial for maintaining sender reputation.
• Pricing: Free tools available.

Growth Playbook

• Consent-Driven Email Segmentation: Recent trends emphasize that "consent-driven, segmented emails" are key to boosting replies and sales without wasting budget. Founders and marketers are advised to prioritize high-quality list hygiene over volume, focusing on users who have explicitly opted in to specific content types.
• Trust-First Tactics for Deliverability: To improve open and click rates, September 2026 strategies suggest adopting "trust-first tactics" such as consistent sending patterns and clear sender identification. These tactics are becoming essential as AI inboxes and stricter provider rules make generic bulk emailing less effective.

Industry Moves

• Adobe Acquires Rilo: Adobe has acquired Rilo to enhance its AI workflow orchestration capabilities. The financial terms of the deal were undisclosed. This move aligns with Adobe's broader strategy to automate enterprise marketing workflows.

What to Watch Next Week

• Google AI Max Transition Completion: Monitor the rollout status of the automatic upgrade from Dynamic Search Ads to AI Max. Advertisers should check for any unexpected performance fluctuations in campaigns that have recently switched.
• AI Inbox Adaptation: Keep an eye on how major email providers continue to refine their AI inbox filtering. Strategies that rely on traditional open-rate metrics may need further adjustment as AI agents increasingly curate content for users.