Digital Digest
Marketing Intelligence Weekly
Weekly updates on the digital marketing news you need to know, including data reform, AI, cookie deprecation and platform updates.
Platforms
Google November Core Update Rolling Out
- Google's November 2024 Core Update commenced on 11 November 2024 at 3:30 pm ET and is expected to take about two weeks to fully roll out.
- This global update aims to enhance search result quality by promoting genuinely useful content and demoting content created solely to perform well in search rankings.
- Early observations indicate minimal movement in search rankings for most sites, though some have reported significant changes.
- Google advises that sites negatively impacted should focus on improving content quality, adhering to their core update guidelines.
- This is the third core update of 2024, following the August and March updates, continuing Google's efforts to refine search algorithms.
- Read more
AI in digital
Platforms
Perplexity AI testing ads in search results
- Perplexity AI has started testing sponsored follow-up questions in its search results, marking its initial foray into advertising.
- These ads appear as follow-up questions labeled "sponsored" and are displayed alongside regular search answers.
- The answers to these sponsored questions are generated by Perplexity's AI, not by the advertisers themselves, ensuring content consistency.
- Early advertisers include Indeed, Whole Foods Market, Universal McCann, and PMG, who are participating in this new ad format.
- Perplexity aims to use this advertising model to generate revenue, which will be shared with its publisher partners, addressing the limitations of a subscription-only revenue approach.
- Read more
AI in digital
New standards to block AI crawlers
- New standards are being developed to extend the Robots Exclusion Protocol and Meta Robots tags, enabling publishers to block AI crawlers from using publicly available web content for training purposes.
- The proposal, drafted by Microsoft AI and Bing product managers, aims to simplify the process for publishers to prevent their content from being used in AI training by implementing a single rule for each crawler.
- Legitimate crawlers typically adhere to Robots.txt and Meta Robots tags, making this proposal a significant step for publishers seeking to control the use of their content in AI training.
- Read more
AI in digital
Marketing by numbers
Findings from ASICS AI report into Australian Financial Services
- Australian financial services are rapidly embracing AI, with 57% of AI use cases being under two years old. Generative AI is a significant area of growth, comprising 22% of AI projects in development.
- While AI enables more tailored and efficient services, it can also amplify risks, including bias, exploitation of vulnerabilities, and erosion of consumer trust. Governance gaps may exacerbate these risks.
- Currently, most AI applications augment rather than replace human decision-making, with minimal direct AI-to-consumer interactions. However, a growing reliance on AI raises concerns about governance keeping pace with innovation.
- Only 12 out of 23 licensees had policies addressing fairness or inclusivity, and just 10 included consumer disclosure of AI use. Governance changes are trailing behind the rapid AI adoption.
- With 61% of licensees planning to expand AI use within a year, industry competitiveness could lead to rapid, less controlled implementation of AI, heightening potential risks.
- Read more
AI in digital
Baidu’s CEO says only 1% of AI companies will survive
- Baidu's CEO, Robin Li, predicts that the current AI boom is a bubble, with only about 1% of AI companies expected to survive as the market consolidates.
- Li highlights significant improvements in large language models (LLMs), noting that issues like AI "hallucinations"—where AI generates false information—have largely been resolved.
- Read more
AI in digital
AI in travel
Platforms
Platforms in travel
Travel
The Future of Search at Mumbrella Travel Marketing Summit
- Last week Paul and Freddy were joined on stage by Google and TikTok to discuss the Future of Search in Travel at Mumbrella Travel Marketing Summit.
- From TikTok’s influence on travel discovery to Google’s advances in AI-powered search, our experts offered insights into the shifts shaping travel planning.
- Rory Clayton, Industry Lead at TikTok said: “We're seeing a rapid acceleration of search across TikTok. In travel, consumers are using video-based search to experience their Trip before the Trip through creators, community and brand-led content. We're so excited to partner with the Travel industry to reimagine their search strategies in light of these behavioural shifts in travel inspiration, planning and action.”
- Read more here and download the whitepaper to get the insights.
AI in digital
Data privacy
Help desk
We’re in Bali for TrustED Conf 2024
- The In Marketing We Trust team is currently in Bali for our annual TrustED Conf.
- The theme at this year’s TrustED Conf is “Reset and Realign: Harnessing AI and Automation to Propel Us Forward”.
- As we enter a period of rapid change, "Reset and Realign" encourages us to adapt, leveraging AI and automation to drive efficiency across In Marketing We Trust. This year, we have faced significant challenges, from shifts in SEO algorithms and paid media strategies to navigating tighter budgets and heightened data privacy standards. AI-powered tools like GPT offer transformative solutions, finding efficiencies in day-to-day tasks, helping us streamline data interpretation, improve campaign precision, and support sustainable growth.
- At this year’s TrustED Conference, we commit to embracing these technologies to overcome industry challenges, enhance client impact, and position In Marketing We Trust for future success. With "Reset and Realign," we are prepared to stay agile and lead confidently through change.
- Follow us on LinkedIn to stay up to date with insights on keynotes, client deep-dives, strategy sessions, and more.
Data privacy
The OAIC shares new advice for data privacy
- The Office of the Australian Information Commissioner (OAIC), which houses Australia's Privacy Commissioner, has published new advice on pixels and personal information.
- The new advice urges brands to focus on due diligence, data minimisation, and obtaining clear user consent, balancing data collection with data privacy.
- Talking to mi3, Carly Kind, Australian Privacy Commissioner, said: “If I can get one message out it’s don't take your foot off the gas, because we're going to be looking to take a more enforcement-based approach to regulation in the interim, even notwithstanding those reforms.”
- Read more.
AI in digital
Platforms
Bing important to ChatGPT Search
- ChatGPT Search has admitted that Bing is an important part of its search index.
- While ChatGPT Search is powered by multiple partners, OpenAI has said that Bing is an important one.
- OpenAI's VP of Engineering confirmed that ChatGPT Search uses Bing. They wrote, "we use a set of services and Bing is an important one.”.
- Some users have found that if you’re not indexed by Bing, you’re not indexed by ChatGPT Search.
- Read more.
AI in digital
Platforms
Highlight button in AI Overviews
- Google looks to be testing a “Highlight” button in AI Overviews.
- The Highlight feature when clicked on, gives the user additional information on the highlighted text the user has selected.
- Brodie Clark first spotted the feature: "A new 'Highlight' button is showing that allows users to highlight text within the snippet that then triggers another related search (with citations) for continuous learning.”
- Read more.
Platforms
Platforms in travel
Travel
We’ll be talking to Google & TikTok at the Mumbrella Travel Marketing Summit
- We’re sponsoring and hosting a breakfast at the Mumbrella Travel Marketing Summit this Thursday (7th November 2024).
- Our breakfast session will include a discussion panel hosted by Paul Hewett, and featuring Freddy Chanut (Chief Innovation Officer, In Marketing We Trust), Rory Clayton (Industry Lead - Financial Services, Travel & Government, TikTok), and David Rossi (Industry Manager - Travel, Google).
- We’ll be discussing the Future of Search in Travel and how changing consumer habits are reshaping the search journey in travel and what this means for brand visibility.
- Attendees will gain practical insights into how technology and platforms such as TikTok and Google are influencing traveller behaviour and streamlining the booking process.
- Seats are limited. Sign up here to attend or contact us to learn more.
AI in digital
ChatGPT Search is now live
- ChatGPT can now search the internet and provide internet sources for its answers.
- ChatGPT will decide whether to search the web or not based on what you ask it. OR you can click on the web button to ensure it gives an answer based on web results.
- All ChatGPT Plus and Team users, as well as SearchGPT waitlist users, already have access. Enterprise and Edu users will get access in the next few weeks and SearchGPT will roll out to all Free users over the coming months.
- Read more.
AI in digital
Platforms
AI Overviews expands to 100 more countries
- Google’s AI summaries are rolling out to 100 more countries.
- Google’s AI Overviews will appear for users in Canada, Australia, New Zealand, South Africa, Colombia, Chile, the Phillippines, Nigeria, and more locations around the world.
- AI Overviews will now appear in any supported language in each country.
- With the roll out Google AI Overviews will now reach more than 1 billion users monthly.
- Read more.
Platforms
Google migrates call ads to RSAs
- Google is sunsetting Call Ads and migrating them over to Responsive Search Ads.
- At some point next year, you will no longer be able to create new Call Ads.
- "Call ads are being upgraded to responsive search ads to enable new features and simplify asset creation and management.”
- Read more.
AI in digital
AI giving false answers more often than not
- According to OpenAI’s own research AI models are giving false answers more often than correct ones.
- OpenAI released a new benchmark “SimpleQA” which is designed to measure the accuracy of the output of its own and competing AI models.
- In its own tests the OpenAI o1 model scored a 42.7% success rate. Competing models, such as Anthropic, scored even lower.
- The study concluded that AI models tend to overestimate their own abilities, meaning that they can be highly confident in the wrong answers they provide.
- Read more.
AI in digital
Platforms
25% of Google’s code is AI-generated
- Google’s CEO says 25% of Google code is now AI-generated.
- Sundar Pichai said "Today, more than a quarter of all new code at Google is generated by AI, then reviewed and accepted by engineers. This helps our engineers do more and move faster.”
- Read more.
Marketing by numbers
MeasureCamp’s biggest year ever
- We had an amazing time at MeasureCamp Sydney on Saturday!
- This year’s was the biggest MeasureCamp Sydney event yet, with 27% YoY growth.
- There were over 200 attendees at the annual event. And we can’t wait to make next year’s even bigger and better.
- Read more.
AI in digital
Marketing by numbers
Platforms
Google’s AI fails at 43% of finance queries
- A new study has found that Google’s AI failed at 43% of finance queries.
- According to the study, Google's AI overviews provide misleading or inaccurate information in 43% of finance-related searches.
- AI Overviews struggled the most with queries relating to taxes, investing, and student loans.
- 57% of AI overviews were accurate, 43% contained misleading or inaccurate information, 12% were completely incorrect, and 31% were either misleading or missing crucial details.
- Read more.
AI in digital
Claude can now use computers
- Claude 3.5 Sonnet can now use computers.
- Claude can now run through basic actions on your computer, like moving your mouse around, clicking locations and inputting information via a virtual keyboard.
- “Enabling AIs to interact directly with computer software in the same way people do will unlock a huge range of applications that simply aren’t possible for the current generation of AI assistants.”
- Read more.
Platforms
Google recommends higher resolution favicons
- It’s time to update your favicons!
- Google is now recommending higher resolution favicons for your site.
- Google Search Console updated its recommendations and documentation around favicons.
- The new documentation reads: “Your favicon must be a square (1:1 aspect ratio) that’s at least 8x8px. While the minimum size requirement is 8x8px, we recommend using a favicon that’s larger than 48x48px so that it looks good on various surfaces.”
- Read more.
AI in digital
Platforms
Google Shopping gets its own version of AI Overviews
- Google Shopping is getting its own version of AI Overviews for product searches.
- The AI generated briefs for product searches will include tailored recommendations for searchers.
- Google Shopping will include new features including a “For You” feed, plus a dedicated Deals page.
- For now, the AI generated product searches are limited to the US.
- Read more.
Platforms
Segments now savable at a property level in GA4
- Segments are now savable at a property level in Google Analytics 4.
- This means you can now easily reuse segments across different reports, saving you time and effort.
- You will no longer need to recreate segments for different reports.
- Talk to us if you'd like to learn more.
Platforms
Semrush acquires Search Engine Land
- Semrush has acquired Search Engine Land, and all of Third Door Media’s brands, including SMX (Search Marketing Expo), MarTech, and Digital Marketing Depot.
- According to Search Engine Land, its mission remains the same, to educate and and inform.
- Barry Schwartz will continue to report on the latest news in Search.
- Read more.
AI in digital
Platforms
Bing Webmaster Tools updates
- Bing has updated its Webmaster Tools with 16 months of data (that’s 10 months more data), recommendations, and a preview of Copilot tools.
- Bing is doing a limited test of Copilot within Bing Webmaster Tools, where you can ask it questions about your data. Unfortunately this does not include information about your Copilot impressions and clicks.
- Read more.
Platforms
Google crawls Add To Cart functionality to ensure accuracy
- Google is crawling your Add To Cart information to ensure all the product info you’re sending to them is accurate.
- In a post on Google Search Central on how to launch a new ecommerce website, Google says it actually crawls your Add To Cart functionality in order to confirm the final price, ensuring tax and shipping information is accurate.
- Our take: The information in your Add To Cart pages needs to reflect all the information that you're sending to Google (structured data, product data feeds, on-page content).
- Contact us if you'd like more information.
AI in digital
Platforms
OpenAI to integrate SearchGPT in ChatGPT before end of 2024
- OpenAI plans to launch SearchGPT into ChatGPT before the end of 2024.
- According to Varun Shetty, OpenAI’s head of media partnerships, speaking at an event for news publishers, SearchGPT will be integrated into ChatGPT “by the end of the year”.
- Shetty also said publishers will be fairly compensated through 'significant incremental traffic from new audiences.’
- Read more.
Platforms
Google’s Store Ratings coming to Australia
- Google is launching Store Ratings in more countries, including Australia.
- Google is bringing store ratings to English-language shopping searches in Australia, Canada, India and the United Kingdom.
- “By clicking on your store rating in search results, shoppers can access detailed information about your business, including reviews, shipping, return policies, and more. This helps them make informed purchasing decisions.”
- Read more.
Platforms
New Realtime Pages report in GA4
- Google has launched a new Realtime Pages report in Google Analytics 4.
- The Realtime report shows live page views and active user counts.
- This will help users to spot website issues and popular content.
- Read more.
Platforms
PayPal to launch new advertising platform
- PayPal is set to launch PayPal Ads, its new advertising platform, before the holiday season.
- At Advertising Week New York, PayPal unveiled PayPal Ads which is set to launch soon.
- There are currently 400 million PayPal users with data from 225 billion transactions across millions of merchants.
- PayPal brings the ability to target users throughout the buyer journey.
- Read more.
AI in digital
Platforms
Google AI Overviews ads are here
- Google is rolling out ads to AI Overviews in the US, in a shock announcement that surprises no one.
- The ads appear directly underneath the AI overview with the label “Sponsored”.
- A Google spokesperson told Search Engine Land: “You can show ads in these experiences with your existing AI-powered Search ads, Shopping and Performance Max campaigns. There’s no additional action required.”
- Read more.
