WaperGoogle expanded AI Mode ads as weaker monetization weighed on search growth, while HubSpot reported revenue growth despite losing 80% of its traffic.
Marketing & growth8 items
DoorDash’s proposed Instacart acquisition and Walmart’s expanded shopper-audience access also put retail media in focus.
Google expands AI Mode ads as advertising growth slows
Alphabet’s Q3 ad revenue rose 10.5% to about $82 billion, with lower AI Mode monetization weighing on search growth. Google is expanding AI Mode ads to 10 more countries; paid clicks rose 8% and cost per click increased 4%.
Why it matters: Advertisers face rising click costs while Google expands an AI search format that currently monetizes less effectively than traditional search.
DoorDash agrees to buy Instacart for about $17 billion
DoorDash agreed to acquire Instacart for about $17 billion, combining delivery and advertising platforms. Instacart shareholders would receive $65 a share, at least 75% in cash; closing could take until 2028.
Why it matters: The proposed combination could reshape retail media buying, though regulatory clearance and a potentially lengthy closing remain hurdles.
HubSpot revenue keeps growing despite an 80% traffic loss
HubSpot lost 80% of its traffic while revenue continued growing, according to CMO Kipp Bodnar. The case highlights revenue per visit, AI referral conversions and audiences beyond Google as measures and channels worth tracking.
Why it matters: Traffic declines alone may misrepresent business performance; acquisition reporting needs to connect visits with conversions and revenue.
Google tests AI Mode ad personalization using connected Gmail and Photos data
Google is testing AI Mode ads informed by data from connected Gmail and Photos accounts. Its privacy policy adds an exception for ad personalization.
Why it matters: The test could change targeting opportunities in AI search while raising new questions about personal-data use.
Google previews Connected Apps Platform for Search and Gemini
Google launched a preview of its Connected Apps Platform, allowing more developers to bring app capabilities directly into Search and Gemini.
Why it matters: Brands with apps gain a potential new distribution route inside Google’s search and assistant experiences.
Walmart opens over 3,300 shopper audiences to Vibe CTV advertisers
Walmart is making more than 3,300 shopper-data audience segments available on Vibe’s connected-TV advertising platform, expanding access for smaller advertisers.
Why it matters: Smaller advertisers gain more options for targeting streaming-TV campaigns using retail shopper data.
CNIL fines Fnac €7 million for tracking users who refused consent
CNIL fined Fnac €7 million after its app continued sending tracking data despite users refusing consent. Fnac has one month to comply or faces a €10,000 daily penalty.
Why it matters: Consent controls must actually stop recommendation tracking; collecting a refusal without enforcing it creates material regulatory exposure.
P.F. Chang’s rises to third in competitive-set same-store sales growth
A year into its turnaround, P.F. Chang’s has moved from 22nd to third in same-store sales growth among its competitive set.
Why it matters: The ranking improvement makes this a turnaround worth examining, although the item does not isolate marketing’s contribution.