WaperNew data raises questions about ChatGPT ads’ sales performance, while Reddit is moving toward a logged-in experience as search referrals decline.
Marketing & growth8 items
Publicis closed its $2.2 billion LiveRamp deal, and CTV overtook cable in midterm political ad spending.
New7
ChatGPT ad visits trail Google Search ads on US revenue per visit
Reported US traffic data found that ChatGPT ad visits generated a fraction of paid search’s revenue per visit. Most advertisers in the data saw no sales from ChatGPT ad visits.
Why it matters: The findings warrant cautious test budgets and conversion measurement before shifting meaningful spend from paid search.
Publicis closes $2.2 billion LiveRamp acquisition
Publicis completed its $2.2 billion acquisition of LiveRamp. CEO Arthur Sadoun said Publicis would welcome rival agencies continuing to use the business.
Why it matters: The ownership change makes competitor access an important consideration for agencies and advertisers using LiveRamp.
CTV overtakes cable in midterm political ad spending
Political advertisers spent a record $11.4 billion this midterm cycle. CTV spending was nearly twice cable’s and captured more than half of the new money.
Why it matters: The spending shift signals stronger political demand for CTV inventory, relevant to brands planning placements during election periods.
Google moves many brand-query AI Overviews to the right column
Google moved AI Overviews for many brand-related keywords to the right-hand column of search results. They previously appeared at the top or middle of the main results section.
Why it matters: Brands should reassess their search-result visibility rather than assume AI summaries still occupy the same prominent positions.
Instagram offers creators up to $500,000 for long-form video
Business Insider reported that creators were offered as much as $500,000 to post video to Meta’s new Features product.
Why it matters: The incentives signal investment in long-form creator content, giving marketers another format to watch for audience and partnership opportunities.
Similarweb analysis tracks channel shifts as organic search shrinks
An analysis of Similarweb data from the US and France identifies where email and paid search are growing and Direct traffic is holding up better. Channel patterns vary by industry.
Why it matters: Industry-specific channel trends offer a more useful diversification benchmark than assuming organic search losses affect every business equally.
Svedka turns to consumer-created Super Bowl advertising after AI backlash
Sazerac-owned Svedka is challenging consumers to create its Super Bowl ad after backlash over using artificial intelligence for its 2026 big-game debut.
Why it matters: The pivot highlights the reputational risks of AI-led creative and a brand response centered on consumer participation.
Follow-ups1
Reddit moves toward logged-in experience as search referrals fall
Reddit is moving toward a logged-in experience after declining search referrals and a fall in US weekly active users in Q3. Revenue nevertheless rose more than 50%, as the company seeks a user base more valuable to advertisers.
Why it matters: The shift could change how marketers reach Reddit audiences and how accessible its content remains to visitors arriving from search.