Briefing: 11th May, 2026
We read the news, so you don't have to
Hello and welcome back to the Monday Knight Briefing - where we share five things worth knowing this week. Let’s dive in.
1. Meta’s AI agents and the “death of the agency”
Meta has released a new set of AI connectors that allow external AI tools like Claude or ChatGPT to plug directly into Meta Ads and make account changes. They are also reportedly working on “agentic” AI tools that will conduct tasks — including shopping — on behalf of users with minimal human guidance.
Naturally, the LinkedIn gurus are screaming that this is the “death of the agency”. I still don’t quite buy this. But it could potentially be the start of a slow death for the agency that fails to keep up and use these tools to their advantage.
2. Various ChatGPT Ads updates
If you’re trying to stay on top of the emerging ChatGPT ads platform, it’s been a week of information overload. Here are the headlines:
Advertisers can now access inventory through agency and tech partners — or directly via a new beta Ads Manager rolling out in the U.S.
The Ads Manager apparently resembles Google Ads Editor but still leaves a lot to be desired
The platform is officially expanding to Australia, New Zealand, and Canada, with the UK on the roadmap by as early as mid-May
Early data is shows strong engagement and high intent.
It’s also getting cheaper. Early tests saw $50 CPMs, but those are reportedly dropping closer to $25, which suggests its rapidly moving from a “premium brand experiment” to a viable performance channel for a wider range of marketers.
Cost per click bidding is now also available alongside the CPM only model they launched with
3. AI Max vs the illusion of control
Dynamic Search Ads (DSA) are officially sunsetting, making way for AI Max. We knew this was coming, but advertisers are understandably nervous about the loss of control. DSA allowed you to structure campaigns precisely around website architecture, using categories, URL paths, and page rules to guide traffic. AI Max asks you to hand over the keys.
Google has responded by promising more controls later this year, including account-level content and title exclusions, while also expanding AI Max into Shopping campaigns and travel-specific formats to broaden its reach. The reality is that the era of manually pulling every lever is over. Success now comes from feeding the AI the right data and creative, rather than fighting it for control.
4. Instagram makes a play for your TV
Instagram is looking beyond the thumb-stopping feed and making a serious play for long-form CTV video. Instagram’s VP of Product recently stated that within two years, the platform wants to be a unique part of creators’ long-form strategies — think podcasts, live-streams, and mini-dramas.
This isn’t a huge surprise following their CTV app launch late last year, which looks suspiciously like YouTube’s TV interface. If Instagram is serious about invading the living room, advertisers will need to shift their thinking from purely short, vertical clips to proper, watchable, “lean-back” content.
5. Google Tag Manager integrated into Google Ads
Google is quietly unlocking Google Tag Manager controls directly inside the Google Ads interface. Advertisers are spotting a new “Manage” option within the Data Manager section that opens GTM controls without ever having to leave the platform.
Tag setup and troubleshooting have long been a massive friction point, often requiring multiple tools and awkward handoffs to developers. Bringing this functionality natively into Google Ads is a huge “quality of life” update that reduces complexity — especially for smaller teams or advertisers without dedicated dev support. It’s another example of Google removing the plumbing barriers so you can spend less time tinkering and more time optimising.
And that’s a wrap for this week. Thanks for tuning in and checking out our weekly roundup. Hit reply if you want to chat!