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.

Google directs search quality raters to rate AI generated content “Lowest” quality
AI in digital Platforms

Google directs search quality raters to rate AI generated content “Lowest” quality

  • Google has updated its qaulity rater guidelines, directing human quality raters to potentially rate AI-generated content as “Lowest quality”.
  • The “Lowest” rating is described as: “Almost all MC is copied or paraphrased with no effort or added value”, while “Low” quality is defined as: “Some MC is reused, but there is at least minimal effort to curate or modify it.”
  • In a visual of the Search quality raters guidelines shared by John Mueller at Search Central Live Madrid, it says “The Lowest rating applies if all or almost all of the MC (main content) on the page (including text, images, audio, video, etc.) is copied, paraphrased, embedded, auto or AI generated, or reposited from other sources with little to no effort, little to no originiality, and little to no added value for visitors to the website. Such pages should be rated Lowest, even if the page assigns credit for the content to another source.”
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Instagram is upgrading search functionality to compete with TikTok
Platforms

Instagram is upgrading search functionality to compete with TikTok

  • Instagram is revamping its in-app search to surface more relevant and timely video results, directly taking aim at TikTok’s discovery model.
  • The update focuses on surfacing keyword-related short videos, including Reels, in search results, not just profiles or hashtags.
  • It’s part of Meta’s broader push to position Instagram as a search and discovery platform, particularly for Gen Z users who often use social apps instead of Google.
  • Early testing is already live in English-speaking markets, with plans to expand globally, and Instagram is also testing a “visual search” function.
  • For marketers, this shift means greater discoverability potential through keyword-optimised Reels — so SEO now matters on Insta, not just hashtags.
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Google now subscribes to your emails to update your listings in Google Shopping, Search, and Maps
Platforms

Google now subscribes to your emails to update your listings in Google Shopping, Search, and Maps

  • Google is now viewing content from your email campaigns to update your listing in Google Merchant Center.
  • It will look for content on sales, promotions, social profiles, etc. to update what it shows in Google Search, Shopping, and Maps.
  • This is similar to how Google already looks at your website to find this information, only now it’s subscribed to your emails too.
  • Google automatically opted users in to this feature on April 3, 2025. Users can opt out however in their Merchant Center settings.
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New goals and controls for Performance Max campaigns
AI in digital Platforms

New goals and controls for Performance Max campaigns

  • Performance Max campaigns get new goals and more image controls.
  • Customer lifecycle goals and reporting: You can now bid more for lapsed customers with retention goals. Plus, there’s a new column in campaign reporting for customer acquisition cost.
  • Image controls: You can now automatically source images directly from your landing pages. Plus, image enhancements can help create additional versions of your images to use in your campaigns.
  • Search controls for AI: There are now improved search controls to steer AI with an increase on the limit of campaign-level negative keywords from 100 to 10,000.
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You can now run Google Gemini in your own data centre
AI in digital Data privacy Platforms

You can now run Google Gemini in your own data centre

  • At Google’s Cloud Next conference, it was announced that Gemini can now run in companies own data centres.
  • This is a great move for companies that want to use Google Gemini but retain tight control of their data.
  • Google Cloud also announced brining agentic AI to enterprises to locally use the Google Gemini family of AI models in partnership with Nvidia.
  • The partnership between Google and Nvidia means using the Nvidia Blackwell HGX and DGX platforms and Nvidia Confidential Computing. This means on-premises data centres remain aligned with data privacy regulations by locking access to sensitive information.
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AI Overviews now appearing for businesses in local knowledge panel
AI in digital Platforms

AI Overviews now appearing for businesses in local knowledge panel

  • Google has expanded its AI-generated summaries from Google Maps to the local knowledge panels in Search results, providing overviews of businesses.
  • These AI summaries include an option for users to report inaccuracies, enhancing the reliability of business information.
  • The 'About' link accompanying these summaries directs users to a Google help document explaining how information in local listings is sourced and utilised.
  • This feature aims to streamline user experience by presenting essential business details directly within search results, potentially influencing user engagement and click-through rates.
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Microsoft has rolled out Copilot Search within Bing
AI in digital Platforms

Microsoft has rolled out Copilot Search within Bing

  • Microsoft has officially rolled out Copilot Search in Bing, blending traditional search with AI-powered generative features.
  • This enhancement aims to provide users with concise summaries, direct answers, and organised information layouts, reducing the need to sift through multiple pages.
  • Users can access Copilot Search via Bing.com, through the navigation bar, related topic suggestions beneath relevant answers, or directly at aka.ms/CopilotSearchinBing.
  • This integration seeks to offer a more efficient and enriched search experience by combining conventional search results with advanced AI capabilities.
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Google’s AI Overviews diving into content deeper in websites
AI in digital Platforms

Google’s AI Overviews diving into content deeper in websites

  • Recent data from BrightEdge reveals that Google's AI Overviews (AIO) are increasingly citing content from deeper within websites, rather than just homepages.
  • This shift underscores the importance for brands to ensure all pages are well-indexed and regularly updated.
  • Notably, industries such as Travel, B2B Tech, Education, and Finance have seen significant growth in AIO presence, with Travel experiencing a 39.49% increase.
  • To adapt, brands should monitor performance metrics and focus on creating detailed, authoritative content across their entire site to enhance visibility in AI-driven search results.
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Global ad spend is slowing down, with growth rates reduced worldwide
Marketing by numbers

Global ad spend is slowing down, with growth rates reduced worldwide

  • Global advertising expenditure is experiencing a slowdown, prompting brands to rethink their strategies.
  • APAC is on par with North America with a 6.6% total media ad spend growth in 2025.
  • Per an updated WARC Media forecast, global ad spend growth predictions have been reduced by $20 billion over the next 2 years.
  • This update has prompted Emarketer to bring its predicted 2025 growth down to 8.3%; in a previous update, it was 8.9%.
  • To navigate the changing landscape, brands are advised to diversify their media approaches, invest in digital platforms, and focus on engaging content formats like video to maintain effective audience connections.
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Consumers know when you’re using AI in images and text
AI in digital

Consumers know when you’re using AI in images and text

  • Recent studies have shown that a significant number of consumers can identify AI-generated content, both in images and text.
  • One study revealed that U.S. consumers correctly identified AI-generated images 71.63% of the time when shown real photos alongside AI versions.
  • Another survey found that 82.1% of respondents could spot AI-written content at least some of the time, with the rate rising to 88.4% among those aged 22–34.
  • These findings suggest that brands should exercise caution when using AI in their marketing materials, keeping in mind that consumers will often know if you’re using it.
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Google updates its Unfair Advantage policy for Google Ads
Platforms

Google updates its Unfair Advantage policy for Google Ads

  • Google has recently updated its Unfair Advantage policy, aiming to clarify and enforce guidelines that prevent advertisers from gaining an unjust edge in ad auctions. This move has sparked varied reactions within the advertising community.
  • Clarification of Policy: The revised policy explicitly prohibits practices that could lead to an unfair advantage in ad auctions, including showing multiple ads in one location.
  • Enforcement Measures: Violations of this policy will result in a warning before account suspensions.
  • Advertiser Concerns: Some advertisers have expressed concerns about the ambiguity of what constitutes an "unfair advantage," seeking more detailed guidelines to ensure compliance.
  • Impact on Strategy: Marketers are advised to review their current advertising strategies, particularly regarding account structures and ad placements, to align with the updated policy and avoid potential penalties.
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AI web crawlers are increasing server costs and skewing your data
AI in digital

AI web crawlers are increasing server costs and skewing your data

  • AI web crawlers, such as those from OpenAI and Anthropic AI, are consuming substantial website bandwidth, leading to increased server costs and skewed analytics for site owners.
  • Some websites have experienced significant slowdowns and increased operational expenses due to the relentless activity of these AI bots.
  • To mitigate these issues, tools like Google's Google-Extended allow site owners to manage how their content is used for AI model training, balancing search visibility with resource management.
  • It's crucial for marketers and webmasters to monitor bot traffic and implement appropriate strategies to protect site performance and data integrity.
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Google Merchant Center click reporting to align with Google Ads
Platforms

Google Merchant Center click reporting to align with Google Ads

  • Google Merchant Center is updating its click reporting to align with Google Ads starting April 21, 2025. Here's what you need to know:
  • Unified Click Reporting: Both platforms will now report clicks in the same way, ensuring consistency across your advertising data.
  • Impact on Data: Expect changes in both current and historical data within Merchant Center due to this update.
  • No Change in Google Ads Reporting: Your reporting experience in Google Ads will remain the same; only Merchant Center's reporting is being updated.
  • Reason for Change: This update reflects new advertising formats that involve different types of user interactions.
  • Keep an eye on your Merchant Center reports after April 21 to understand how this change affects your data.
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More Aussie’s looking at finance-related websites and apps YoY
Marketing by numbers

More Aussie’s looking at finance-related websites and apps YoY

  • In February 2025, over 21 million Aussies turned to finance-related websites and apps, marking a 4.3% increase from January and a 5.6% rise compared to the same time last year.
  • On average, each user spent nearly two hours engaging with these platforms, with online banking leading the way—96.9% of online Australians aged 14+ used some form of online banking.
  • Insurance and loan-related content saw significant year-on-year growth, jumping 21.6% and 16% respectively. Notably, women aged 40 to 54 were the most active in exploring loan options online.
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LinkedIn rolls out new AI and automation tools
AI in digital Platforms

LinkedIn rolls out new AI and automation tools

  • LinkedIn has rolled out new AI and automation tools aimed at enhancing ad performance for marketers. Here's a quick rundown:
  • Media Planner: This feature allows you to forecast ad performance before launch by testing various audience segments, placements, and budgets. It estimates reach, impressions, and cost-per-result, aiding in data-driven decision-making.
  • Ad Duplication & Dynamic UTMs: Ad Duplication enables copying ads across multiple campaigns and accounts, saving time and ensuring consistency. Dynamic UTMs automate URL tracking parameter generation, improving performance analysis.
  • Marketing Overview: Provides a centralised dashboard displaying key metrics like cost-per-result and return-on-ad-spend (ROAS) across multiple ad accounts, allowing for quick performance analysis.
  • Measurement Insights: Offers AI-driven analyses of campaign performance, highlighting areas for improvement and suggesting actionable steps to enhance results.
  • Performance Digest: Delivers regular AI-generated reports summarising campaign performance, keeping you informed about key metrics and trends.
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Google Ads Search Terms Report includes more PMax data
Platforms

Google Ads Search Terms Report includes more PMax data

  • Google Ads has updated its Search Terms Report to include data from Performance Max (PMax) campaigns, enhancing transparency for advertisers. Key points:
  • Enhanced Visibility: Advertisers can now view specific search terms triggering their PMax ads, offering deeper insights into campaign performance.
  • Negative Keywords Integration: The update incorporates negative keyword terms, allowing for more refined ad targeting and reduced irrelevant traffic.
  • Gradual Rollout: While many users are experiencing these features, the rollout is ongoing, so availability may vary across accounts.
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Claude can now search the web
AI in digital Platforms

Claude can now search the web

  • Claude's New Web Search Feature: Anthropic's AI assistant, Claude, now offers web search capabilities for paid users in the US, providing up-to-date information with source citations.
  • Enhanced Information Accuracy: By integrating web search, Claude aims to deliver more accurate and current responses, addressing previous limitations due to knowledge cutoffs.
  • User Demand and Implementation: The addition of web search addresses user demand for real-time information access, following earlier user-created workarounds to provide internet connectivity to the AI.
  • Competitive Edge in AI Market: This update positions Claude more competitively against other AI models like ChatGPT, which have already incorporated web search functionalities.
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Key takeaways from Google’s Search Central Live event
AI in digital Marketing by numbers Platforms

Key takeaways from Google’s Search Central Live event

  • Google recently hosted the Search Central Live event in New York City, offering insights and updates for SEOs, content creators, and marketers. Here are the key takeaways:
  • Emphasis on EEAT: Google underscored the importance of Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT) in content. However, they cautioned that merely attempting to 'sprinkle' EEAT onto a site isn't effective; genuine application is essential.
  • Web Spam Statistics: A notable point was the revelation that approximately 50% of the content on the web is considered spam, highlighting the ongoing challenges in maintaining content quality.
  • Site Reputation Abuse: Google addressed concerns about site reputation abuse penalties, clarifying that there isn't a specific list of freelancers or contributors that could lead to such penalties.
  • AI Content and Scaled Abuse: Discussions around AI-generated content emphasized that issues of scaled content abuse aren't exclusive to AI. The focus remains on the quality and intent behind content creation.
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IAB reports 70% of agencies, brands and publishers have not fully scaled AI across marketing
AI in digital Data privacy Marketing by numbers

IAB reports 70% of agencies, brands and publishers have not fully scaled AI across marketing

  • AI Integration Progress: While 70% of agencies, brands, and publishers haven't fully scaled AI across media planning, activation, and analysis, over half anticipate achieving full-scale deployment by 2026. Publishers lead this trend, with 37% reporting full deployment.
  • Challenges in Adoption: The main hurdles include the complexity of setup and maintenance, along with data security concerns, each cited by 62% of respondents. To address these, 49% are developing strategic AI roadmaps and defining approved use cases.
  • Primary AI Applications: Identifying and segmenting audiences stands out as the top AI use case, highlighted by 51% of agencies and 36% of brands. Other significant applications involve predictive real-time bid adjustments and automated data integration.
  • Evolving Use Cases: Agencies are experimenting with AI for real-time budget allocation and advanced measurement techniques, while brands focus on enhancing targeting strategies and automating campaign documentation.
  • Performance Expectations: A strong majority (76%) of agencies, brands, and publishers report that AI meets or exceeds expectations in improving efficiency, leading to notable time and cost savings.
  • These insights underscore the growing reliance on AI in marketing, balanced by the need to navigate its complexities effectively.
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Meta rolling out more AI tools for advertisers across Facebook and Instagram
AI in digital Platforms

Meta rolling out more AI tools for advertisers across Facebook and Instagram

  • Meta is rolling out a suite of AI-powered advertising tools for Facebook and Instagram to enhance campaign performance.
  • The company is investing in AI models like Andromeda, which analyse millions of ads to deliver the right message to the right person at the right time.
  • New tools and placements are being introduced within the AI-powered Advantage+ sales campaigns to maximise performance.
  • These advancements aim to help advertisers optimise their campaigns more effectively, leveraging AI to improve targeting and engagement.
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Google’s March 2025 Core Update Is Now Rolling Out
Platforms

Google’s March 2025 Core Update Is Now Rolling Out

  • Google has initiated its March 2025 core update, aiming to enhance search results by prioritising relevant and satisfying content from various websites.
  • The update is expected to fully deploy over a two-week period, potentially affecting website rankings during this time.
  • While no specific actions are advised, focusing on creating high-quality, user-centric content remains crucial. Aligning with Google's content guidelines is advisable.
  • Monitor website performance metrics closely to identify any changes in traffic or rankings resulting from this update.
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Google Ads Introduces WhatsApp Messaging for Performance Max Campaigns
Platforms

Google Ads Introduces WhatsApp Messaging for Performance Max Campaigns

  • Google Ads now allows advertisers to incorporate WhatsApp messaging within their Performance Max (PMax) campaigns. This feature enables businesses to add WhatsApp numbers as message assets, facilitating direct communication with potential customers.
  • Previously, Google Ads supported WhatsApp messaging in other campaign types. The current update extends this functionality to PMax campaigns, offering a more integrated approach to customer engagement.
  • By integrating WhatsApp into PMax campaigns, businesses can provide a seamless channel for users to initiate conversations, potentially increasing lead generation and fostering better customer relationships.
  • Some advertisers have reported the availability of this feature in their accounts, indicating a rollout phase. Businesses are encouraged to check their Google Ads accounts to utilise this new messaging asset.
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Scope3 Enhances Advertiser Control with AI-Powered Brand Safety Tools
AI in digital Platforms

Scope3 Enhances Advertiser Control with AI-Powered Brand Safety Tools

  • AI-Driven Content Placement: Scope3 has introduced advanced AI tools that empower advertisers to manage their content placements more effectively, ensuring alignment with brand safety standards.
  • Addressing AI-Related Brand Safety Concerns: The rise of AI-generated content has heightened brand safety challenges, making tools like Scope3's essential for advertisers seeking to maintain control over their ad environments.
  • Transparency and Ethical Advertising: By leveraging Scope3's AI capabilities, brands can achieve greater transparency in their advertising efforts, aligning with ethical standards and consumer expectations.
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Google Addresses Publisher Concerns Regarding AI Mode’s Impact on Website Traffic
AI in digital Platforms

Google Addresses Publisher Concerns Regarding AI Mode’s Impact on Website Traffic

  • Publishers are worried that Google's new AI Mode might reduce user clicks to their websites, as the AI search interface could provide comprehensive answers without encouraging users to visit the original content sources.
  • Robby Stein, Google's VP of Product for Search, acknowledged these concerns and stated that the team is focusing on making it easier for users to click through to publisher sites. He mentioned upcoming user interface updates designed to facilitate this and emphasised that AI Mode aims to handle new types of queries, allowing follow-up questions and creating new opportunities for sites to rank.
  • Despite Google's assurances, some publishers remain skeptical about AI Mode's ability to drive traffic to their sites, especially in the absence of detailed Search Console reporting.
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How Retrieval-Augmented Generation (RAG) is Transforming Advertising
AI in digital

How Retrieval-Augmented Generation (RAG) is Transforming Advertising

  • Enhancing Content Relevance: RAG combines retrieval-based and generative AI models, allowing advertisers to access real-time data and craft contextually accurate content, reducing inaccuracies and aligning with brand messaging.
  • Hyper-Personalised Ad Targeting: By retrieving up-to-date customer preferences and behaviors, RAG enables dynamic adjustment of ad content for individual users, leading to increased engagement and conversion rates.
  • Real-Time Feedback Integration: RAG incorporates user interactions and performance metrics into a continuous learning loop, refining ad recommendations over time and ensuring they remain relevant and effective.
  • Mitigating AI Limitations: By accessing external data sources, RAG reduces the risk of AI-generated inaccuracies, ensuring content aligns with current trends and brand guidelines.
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Google introduces experimental ‘AI Mode’ in Search
AI in digital Platforms

Google introduces experimental ‘AI Mode’ in Search

  • Google has introduced an experimental "AI Mode" in its Search platform, enabling users to ask complex, multi-part questions and receive AI-generated responses that facilitate deeper exploration of topics.
  • This feature leverages a custom version of Google's Gemini 2.0 model, which enhances advanced reasoning and multimodal capabilities, allowing for more nuanced queries and comprehensive answers.
  • In addition to AI Mode, Google is expanding its AI Overviews feature, now powered by Gemini 2.0, to handle more complex queries, including coding and advanced math, and making it accessible to a broader user base without requiring sign-in.
  • These developments underscore Google's commitment to integrating advanced AI capabilities into its search engine.
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Google announced they get 5 Trillion searches per year
Marketing by numbers Platforms

Google announced they get 5 Trillion searches per year

  • For the first time in 9 years Google has revealed how many searches they get per year. The answer: More than 5 trillion.
  • The last time they announced the number of searches was back in 2016, when they got 2 trillion searches a year.
  • Rand Fishkin stated: “For the first time in 9 YEARS, Google announced how many searches they receive. Why would they do that after being so secretive for so long? I think they're frustrated by so much media jumping on the "ChatGPT has 3 billion prompts per month!" and felt the need to do some PR control.”
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Study shows AI Overviews appeared in almost half of search results
AI in digital Marketing by numbers Platforms

Study shows AI Overviews appeared in almost half of search results

  • A recent study by Advanced Web Ranking (AWR) reveals that Google's AI Overviews (AIOs) appeared in 42.5% of search results in Q4, marking an 8.83 percentage point increase from the previous quarter.
  • This surge in AIOs correlates with a notable decline in click-through rates (CTR) for informational queries, with the top four desktop positions experiencing a combined 7.31 percentage point drop.
  • The impact varies across industries; for instance, law and politics sites saw a 7.39 percentage point CTR increase in top desktop positions, while science sites experienced a decline, highlighting the growing importance of industry-specific SEO strategies.
  • These findings suggest that while AI Overviews enhance user experience by providing quick answers, they may reduce organic traffic to websites, underscoring the need for marketers to adapt their strategies accordingly.
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Microsoft unveils AI ads in Copilot
AI in digital Platforms

Microsoft unveils AI ads in Copilot

  • Microsoft introduces AI-powered ads in Copilot: At its Advertising Accelerate event, Microsoft announced the integration of AI-driven advertisements within its generative AI chatbot, Copilot, aiming to attract more advertisers to the platform.
  • New ad formats enhance user interaction: The rollout includes 'Showroom Ads', offering a split-screen experience where users can interact with brands on one side while engaging with Copilot on the other.
  • 'Ad voice' feature adds transparency: Copilot's 'ad voice' explains the relevance of specific ads in response to user queries, enhancing the conversational advertising experience.
  • AI agents enable direct brand engagement: Branded AI agents allow companies to interact directly within Copilot's responses, offering personalized customer engagement opportunities.
  • Competing in the chatbot advertising space: These features position Microsoft to compete with other chatbot platforms like Amazon's Rufus and Perplexity, aiming to secure a larger share of advertising revenue.
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Nearly half of US consumers use AI tools when researching a purchase
AI in digital Marketing by numbers

Nearly half of US consumers use AI tools when researching a purchase

  • New survey data from consumer research platform Attest reveals that nearly half (49%) of U.S. consumers now use AI tools when researching a purchase, a six-point increase from its survey from last year.
  • ChatGPT (44%) was the most popular Gen AI tool, followed by Google Gemini (31%) and Microsoft Copilot (Bing) (19%).
  • Trust in AI tools is growing, as nearly half (45%) of consumers said they would trust the information given to them by an AI chatbot or tool, up from 40% last year.
  • Attest polled 4,000 nationally representative working-age consumers based in the U.S. across two surveys for the report.
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