Platform pulse: June 2025

Welcome to the June edition of platform pulse. This month has flown by - and not because I was sunning myself at Cannes Lions. No, this was largely due to two weeks away from my desk with the arrival of my newborn son. Did you know that in Denmark, the average length of paternity leave is 480 days?

Of course, this hasn’t stopped our team of digital marketing specialists launching campaigns, driving growth and publishing content. If you get 10 minutes, check out the latest piece from our founder Tom Davenport on some fundamental consumer behaviour with the Fogg Behavior Model in Marketing.

In case you missed it last month, we published two articles which we think you’ll find interesting: strategic measurement planning for new website launches and a first look at Meta’s new incremental reporting.

Apple

Advanced Tracking and Fingerprinting Protection (ATFP), which was introduced to Safari Private Browsing mode in 2023, will be enabled by default in all browsing mode. Another great reason to consider server-side tracking!

Meta

All videos on Facebook will soon be shared as reels, eliminating the need to choose between uploading a video or Reel. Reels on Facebook will also not have any length or format restrictions.

With WhatsApp gaining momentum in more regions, Meta is looking to revisit its plans for ads in the app, in order to monetise the platform’s 2 billion active users.

Google and YouTube

YouTube is rolling out some changes to its Advanced Mode in YouTube Analytics, which it’s hoping will make it easier for more users to glean relevant, valuable information from the tool, rather than it being only for advanced users.

Google Ads PMAX placement insights have rolled out to all accounts. From our early analysis, search appears to be driving the majority of conversions in all accounts we've looked at so far...

Spotify

Spotify’s video podcast partner program is gaining traction with independent podcast creators drawn to its direct payouts, but major podcast networks remain hesitant, citing the lack of dynamic ad support for subscriber-only content.

UK Policy

A new ten-year plan to boost the UK creative sector was published on Monday as part of the government's Industrial Strategy.

AI

How AI tools are already changing the jobs of film professionals today.

AI actors and deepfakes aren't coming to YouTube ads. They're already here.