Google is integrating more AI into its search ads, enhancing automated bidding strategies and ad placements. The latest updates focus on Performance Max campaigns and AI-generated ad assets, which dynamically adjust to search queries in real time. Marketers who rely on manual bidding or structured campaign setups may need to adapt, as AI-driven strategies are proving to maximize conversions while minimizing cost inefficiencies.

TikTok Tests Search Ads

TikTok is testing search ads, positioning itself as a direct competitor to Google and Amazon for product discovery. Early reports suggest that users are engaging with ads embedded in search results, providing advertisers with a new way to reach intent-driven audiences. Brands that leverage TikTok’s search ad beta could gain an early advantage in understanding how younger demographics search for and engage with products.

Retailers Lean Into First-Party Data Strategies

Retailers are doubling down on first-party data strategies as the industry prepares for a cookieless future. Brands like Walmart and Target are expanding their retail media networks, giving advertisers new ways to leverage shopper data for precise targeting. As third-party cookies phase out, marketers who prioritize first-party data collection and activation will have a significant edge in delivering personalized ad experiences.