This week in social media includes new insights tools, some pretty neat video editing updates and a feature to help advertisers track their carbon footprint.

Just as the ad industry begins grappling with the concept of targeting ads at bots as a proxy for reaching people — so-called agent-to-agent marketing — a major agency holding company this morning announced it will now use bots as surrogates for how it plans and buys media to reach humans.

Google has pivoted hard into AI, which now forms a critical part of its experience, and when Google makes changes, the impact is felt across the web, from users to publishers to advertisers; as AI overviews hit traffic, the concept of Google Zero matters.

While privacy concerns have made monetizing the app a challenge, Meta is again betting on ads to address its revenue goals.