Latest Marketing & Advertising News
OpenAI Rolls Out Ads in ChatGPT Conversations
OpenAI has begun introducing ads inside ChatGPT, creating a new premium advertising surface for brands with unique pricing models and early measurement challenges. This debut sets new rules for marketers navigating AI chatbots as ad spaces.
Enterprise advertisers must adjust strategies for this conversational AI inventory.
Google's Gemini Surges in AI Discovery Traffic
New data reveals Google's Gemini gaining significant share in AI search and discovery usage, fragmenting traffic across platforms. This shift impacts brand visibility as AI answers replace traditional search results.
Advertisers should prepare for AI-mediated demand generation.
Meta Expands Threads Ads Globally
Meta is rolling out advertising on Threads worldwide, monetizing its rapidly growing social platform. This expansion aims to capitalize on Threads' user base for broader reach.
Marketers gain a new channel for social advertising.
Social Platforms Unveil January Discovery Updates
Instagram, TikTok, and Facebook introduced discovery-focused changes including hashtag limits, AI search summaries, and local emphasis. These updates diminish volume-driven strategies, prioritizing relevance and intent.
Advertisers must refine content for clearer creative and contextual fit.
PayPal Positions as Commerce Media Network
PayPal is leveraging transaction data from 30% of global purchases to build a commerce media network. This enables precise targeting and measurement beyond impressions.
It signals a trend toward transaction-anchored ad models.
Influencer Marketing Shifts to Substance and AI Precision
2026 trends emphasize authentic, value-driven content with influencers as co-creators amid ad fatigue. Over 66% of marketers report improved results using AI for influencer search and campaign optimization.
Predictive AI tools will forecast performance for better experimentation.
Shift to Generative Engine Optimization (GEO)
Marketers should prioritize GEO over traditional SEO to appear in AI Overviews on Google and similar platforms. This focuses on content optimized for AI-generated answers pulled from top sites.
GEO enhances visibility in AI-driven search results.
Affiliate Marketing Spend Rises Despite Budget Cuts
Research shows 27% of German marketers increasing affiliate spend amid shrinking ad budgets. Experts highlight growth potential in brand partnerships and influencers.
China emerges as a top market to watch for affiliate expansion.
Google Launches Cross-Campaign Testing Experiments
Google's new Campaign Mix Experiments in beta allow testing multiple campaign types and budgets together. This shifts from isolated channel evaluation to holistic strategy insights.
Advertisers can better identify incremental business impacts.
Brands Embrace AI-Powered Discovery and Authenticity
Consumers trust AI for personalized recommendations like 'What to watch tonight?' amid content overload. Media platforms emphasize transparency in data use for trusted experiences.
Brands must create authentic, non-promotional content competing with entertainment.
Global Ad Revenue Momentum Continues into 2026
2025 ad revenue exceeded projections, with resiliency expected amid AI acceleration and economic tensions. Key forces include generative AI, creators in storytelling, and emerging channels.
Marketers navigate trade wars and platform complexities.
Retailers Expand Brand Storytelling Beyond Social Feeds
Retailers like American Eagle test Substack for long-form content as algorithms dominate social. Owned channels build direct connections and authentic voices.
This counters algorithm dependency for deeper audience engagement.