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Scale & Strategy

This is Scale & Strategy, your stage mom in business (we’re out in the bleachers cheering “you show ‘em who you are baby!” at the top of our lungs.)

Here’s what we got for you today:

• New TikTok Ad Tools, Snapchat’s AR Studio, and LinkedIn’s Targeting Upgrades
• Reddit Sues Anthropic for Alleged Data Scraping
• Meta’s Value Play and Google’s Expanding Video Inventory

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New TikTok Ad Tools, Snapchat’s AR Studio, and LinkedIn’s Targeting Upgrades

Video + AI = Marketing’s Power Duo. And social platforms are center stage.

TikTok first: The platform just dropped a suite of mid-funnel ad tools.
You’ll get Market Scope analytics to understand where users sit in the buying journey, plus Brand Consideration Ads that target high-potential audiences.

Also on deck: smarter creator insights, AI-powered catalog ads, and expanded search features. If TikTok is part of your mix, it’s worth digging in.

Snapchat’s AR gets easier: Their new Lens Studio app (now on iOS and web) lets you build, publish, and share custom AR Lenses without needing a full dev team.
This could be a standout branding play—especially if your audience skews younger.

Meanwhile on LinkedIn: All eyes are on targeting and video.

• First Impression Ads now let you own the first ad a user sees that day.
• Reserved Ads guarantee the first in-feed placement.
• And new CTV Ad formats extend reach to larger screens—perfect for high-attention B2B buyers.

Early data? CTV ads are reportedly 4x more effective than linear TV when targeting pro audiences.
Translation: better video, bigger screens, smarter targeting.

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Reddit Sues Anthropic for Alleged Data Scraping

Reddit has filed a lawsuit against Anthropic, claiming the AI company scraped its platform data without consent or compensation to train its models.

Key details:

• Reddit alleges Anthropic’s bots accessed its servers over 100,000 times—even after the company claimed it had blocked them.
• Negotiations for a licensing deal reportedly fell through. Reddit points to its existing partnerships with OpenAI and Google as precedent.
• The lawsuit also cites Anthropic’s own acknowledgments: Claude, its AI model, has referenced Reddit content in outputs—evidence, Reddit claims, of training on the platform’s data.

Now, Reddit is asking for damages and a court order to block Anthropic from using its content going forward.

Why it matters:​
Lawsuits over AI training data are nothing new—but this one stands out. It’s one of the first times a major tech platform is taking direct legal action. And the context raises eyebrows:

• Sam Altman (OpenAI CEO) owns nearly 9% of Reddit.
• Anthropic recently moved to block a startup acquired by OpenAI from accessing its models.

Is this about data—or a deeper power struggle playing out between the AI titans?

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Meta’s Value Play and Google’s Expanding Video Inventory

What’s your growth metric—ROAS or profit? Meta’s letting you pick.

Their new Value Optimization feature now supports campaign goals based on either purchases or event actions after purchase. Even more: they’re testing ROAS targeting based on profit margin.

Advertisers switching from “conversion count” goals reportedly saw a 12% bump in ROAS. Worth exploring.

Also live: Incremental Attribution and Value Rules to refine how Meta measures what matters.

Google’s next move: Video placements are expanding across Performance Max campaigns—including Search, Image, and Shopping results in the US and Canada.

That means your video creative could now show up in traditionally static formats—making discovery moments way more dynamic.

Shoppable. Visual. Multi-format.
In other words: another lever worth pulling.

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