Instagram head Adam Mosseri clarified that using “link in bio” in post captions does not affect reach, aiming to dispel creator concerns that the algorithm punishes off-platform engagement. Despite his statement, creators remain skeptical, citing anecdotal dips in engagement when directing followers externally. As creators increasingly monetize through affiliate links, paid communities, and platforms like Substack, visibility control has become a high-stakes issue. Misinformation about Instagram’s algorithm leads to caution and second-guessing, creating friction for entrepreneurs growing businesses across multiple platforms. Real or perceived, lack of clarity undermines trust—and for creators, platform policies directly impact their bottom line.
The news: A US TikTok ban will take effect if a sale isn’t completed by the September 17 deadline, per comments from US Commerce Secretary Howard Lutnick. Lutnick said on CNBC that TikTok will “go dark” if China does not agree to sell to a US owner. He also noted that any deal would require the US gaining control over both the app and its algorithms. Our take: Whether or not a full TikTok ban comes to pass, Lutnick’s comments reinforce a troubling trend: Advertisers are increasingly wary of the platform’s stability, accelerating the shift toward cross-platform strategies.
The news: Z.ai’s new open-source GLM-4.5 model is undercutting DeepSeek and US rivals in cost and efficiency and intensifying global AI competition. Our take: For marketers, open-source tools like Z.ai offer affordable alternatives to costly AI platforms, levelling the playing field for smaller agencies looking to compete. But Z.ai (formerly Zhipu) is on the US Entity List due to its Beijing ties after OpenAI flagged its rapid progress. With this in mind, companies piloting open-source options should do so cautiously and consult with compliance teams before integrating.
58% of US adults have viewed a search result page that included an AI-generated summary, per a March Pew Research Center survey.
The contrast: At a time when many big box retailers are struggling, Tractor Supply Co. bucked the trend by delivering its strongest sales growth in two years—up 4.5% YoY to $4.44 billion—driven in part by solid momentum in big-ticket purchases. That performance stands in stark contrast to peers like Target and Home Depot, which have seen consumers pull back on discretionary and high-priced items. Our take: Tractor Supply’s formula is simple: high-quality experience + strong loyalty program + scale = growth. It delights shoppers, rewards them, and keeps expanding its footprint. That approach is helping it outrun the macro headwinds—and its largely US-sourced assortment leaves it better insulated from tariff and supply shocks than many other merchants.
The problem: Young adults don’t see value in life insurance beyond its death benefits, as we explore in “US Life Insurance Trends 2025.” That narrow view also means they overlook the value of estate planning—a space where life insurers have a strong presence, per Insurance News Net. Our take: Many life insurers offer estate planning services. But even when they don’t, insurers that encourage current and prospective clients to make estate plans can demonstrate their commitment to their customers’ financial well-being and strengthen the relationship.
The insights: YouTube isn’t Google Search, and brands need to recognize it as a unique platform. Its algorithm prioritizes clicks, watch time, and retention over keywords. Brands and content marketers that rely on blog-style SEO risk getting buried as YouTube and Netflix battle for attention. Our take: Treating YouTube as a strategic content hub, not a recycling center, gives marketers and brands a competitive edge in reach, trust, and conversion potential. By mastering engagement levers—compelling thumbnails, sharp hooks, and strong retention—brands can turn viewers into loyal subscribers and warm leads.
The news: Over 38,600 residential structures were within the flood zone of the Guadalupe River disaster in Texas over July 4th, per Realtor.com. And the aftermath has revealed alarming gaps in locals’ insurance coverage. Our take: To close the gap, they must help customers understand the value of their services and what affects pricing. Insurers should: Build campaigns around why separate flood insurance is needed, educate consumers on the factors that influence flood insurance premiums, and highlight preventative measures homeowners can take to reduce flood risk.
The news: We’ve covered banking customer anxieties about inflation, tariff chaos, and broader economic warning signs. Banks have been offering products and advice to help customers plan for the future and strengthen their financial standings. But some financial institutions (FIs) may be failing to address customers’ more pressing financial needs. Our take: For customers showing signs of financial stress, banks must pivot from long-term planning advice to addressing immediate financial survival. This requires delivering highly personalized, practical guidance on urgent concerns like budgeting and debt management. To identify customers in need of help, FIs can analyze their financial health, emergency savings, and how often they nearly or completely empty out their accounts to pay their bills. These steps can prove the FI’s value and build trust in the short term.
The news: Nearly four in 10 customers aren’t very satisfied with their auto insurers, according to J.D. Power’s 2025 US Auto Insurance Study. This makes them significantly less likely to renew and more likely to shop for a new provider. Even customers with higher premiums, multiple premiums, and long tenures aren’t locked in: Just 51% of customers in this high-value lifetime group said they will definitely renew. Our take: Auto insurers must prioritize the customer experience or risk attrition. And since almost half of their highest-value customers could be considering a switch, making swift changes can help them prevent financial losses.
EMARKETER
The news: TikTok renewed its Lionel Messi-focused live broadcast deal with Major League Soccer (MLS) after a successful 2024 livestream, per a blog post. TikTok will partner with Apple TV to broadcast four select matches in the current MLS season, with a dedicated camera angle focused on Messi during each match. Our take: TikTok and Apple TV’s newest move is another bid to capitalize on a well-known athlete in a profitable genre, where advertising opportunities are plentiful and success is essentially guaranteed. Sports are one of the most reliable ad environments, offering scale, loyalty, and global reach.
The news: Despite strides in streaming, linear TV still maintains an 86% share of overall ad impressions—nearly 17 billion daily impressions, per iSpot.tv. iSpot estimates that linear TV grew 3.3% in overall ad spend in the first sixth months of 2025, reaching $21.9 billion. Our take: While linear ads may lag behind the precision of CTV, they still command massive reach that drives results. Millions of viewers still watch live TV, preserving linear’s ad potential. A successful ad strategy will tap into its enduring influence while gradually allocating spend toward CTV to align with shifting viewing habits.
The news: Skydance Media’s $8 billion Paramount acquisition has been approved by the FCC, capping months of stalled negotiations and political controversy. The FCC approved the acquisition, which includes Paramount Pictures, CBS, and Nickelodeon, in a 2-1 vote. Our take: While the Paramount-Skydance merger could raise questions around editorial perception and brand safety, it offers a rare opportunity to reset a legacy media giant and reposition it for mass reach.
On today’s podcast episode, we discuss how retail media is impacting traditional search marketing, and how marketers can best leverage themselves on the wave of new retail media network platforms. Then, we break down how AI tools will affect the future of paid search advertising. Join our conversation with guest host and Director of Reports Editing, Rahul Chadha, Principal Analyst, Sarah Marzano, and Senior Analyst, Max Willens. Listen everywhere you find podcasts and watch on YouTube and Spotify.
The news: Anticipatory banking describes a bank predicting and meeting account holders’ needs before they are communicated, per a recent Alkami explainer. It uses integrated technology and data to bring personalization to the next level. Our take: Anticipatory banking is a fundamental shift FIs must make to stay competitive and relevant. By leveraging AI to predict customer needs, banks can move from reactive service to proactive engagement. The sooner they embrace this transformation, the better they will fit into their customers' evolving financial journeys
The trend: Consumers generally find that AI-generated responses to their online health queries are only somewhat reliable, according to a new survey from the Annenberg Public Policy Center (APPC) of the University of Pennsylvania. Our take: As Google’s AI gets smarter, healthcare and pharma websites will lose search traffic. Google is in a race with OpenAI and other tech players to make its AI more intelligent and improve users’ search experiences. Other consumers will conduct more health queries on platforms like ChatGPT. Brands and publishers must optimize content for AI rather than for search, but they should also be developing strategies to connect more with consumers on non-search channels such as social media and CTV.
The news: Xfinity unveiled its StreamStore on Wednesday, raising the stakes in the connected TV (CTV) arms race by aggregating 450 apps and 200,000 titles with integrated billing. The one-stop interface turns Xfinity into a centralized gateway—less a cable provider, more a streaming superstore, per Variety. Our take: CTV consolidation will streamline ad strategies, surfacing opportunities to tap bundles like StreamSaver for targeted sponsorships, co-branded campaigns, and contextual placements. It will also engage viewers across multiple services while reducing subscription fatigue. Advertisers will likely scramble to secure premium placements and test integrated campaigns within StreamStore’s bundled ecosystem before competition intensifies.
The news: The Nintendo Switch 2 shattered hardware sales records despite a $150 price hike over its predecessor and higher game and subscription prices. US sales hit 1.6 million units in June—the best console launch month ever—surpassing the PlayStation 4’s November 2013 record of 1.1 million. Our take: Nintendo’s end-to-end control over hardware, software, services, and first-party games sets it apart in a gaming industry chasing endless content and fragmented subscription models. By owning the full experience, Nintendo delivers consistency others can’t. To ride the wave, brands can partner with Nintendo for themed consoles, accessories or in-game downloads. Or, they could seek out third-party developers for subtle, story driven placements in games.
The news: Small and medium-sized business (SMB) owners are preparing for a recession—and marketing is first on the chopping block, per a report from Clarify Capital. 28% of SMB owners say cutting marketing or ad spending is the first action they’ll take in the event of a recession—higher than any other category. Our take: Preparing for a recession is a necessity for SMBs that will be hit the hardest, but for those that deem reduced marketing budgets as a core strategy, it’s critical to take an approach that will save costs without sacrificing reach.