Marketing professionals see AI leading to several shifts in consumer behavior that will greatly impact the fundamentals of digital advertising in the next 2 to 3 years, per a Funnel and Ravn Research study of in-house marketers and agency professionals. As AI reshapes digital and search advertising, the brands that thrive will be those who seize the opportunities presented by AI-driven changes.

Creator partnerships are increasingly a necessity for driving strong marketing results, according to a TikTok report on influencer-led campaigns. Even as influencer marketing proves its value, consumers are becoming more inundated with influencer ads. This makes it paramount that advertisers tailor their strategies for the best results as the influencer marketing space becomes highly saturated.

The news: Google claimed that its AI summaries do not impact referral traffic from search after a Pew Research report showed that AI Overviews cut the number of users who clicked on links from overall search results by nearly half. Our take: Despite Google’s objections, AI Overviews inevitably harm sites that rely on search results and SEO for visibility. But with AI summaries showing no signs of going away, what matters is how brands adapt. Traditional keyword strategies are no longer sufficient in the age of AI.

The news: Google is gearing up for a wide release of ads in AI Mode search as advertisers grapple with concerns over brand safety and performance erosion in AI-curated environments. Our take: Even as concerns over Google’s ad dominance linger and advertisers consider competitors, cutting spend on Google entirely remains highly unlikely—but the dominoes are stacking up against Google. Ads in AI mode shows the search giant is taking steps to protect itself in an increasingly competitive ecosystem.

A successful affiliate strategy means casting a wide net: Captiv8 data shared with EMARKETER shows that each influencer size category has strategic benefits that shouldn’t be overlooked.

Google AI Overviews decrease CTRs: A new study bolsters claims that Google controls both the search experience and the advertising ecosystem.

Hobbies and interests had a 1.9% clickthrough rate (CTR) in Q2 2024, putting the industry ahead of others including arts and entertainment (1.2%) and automotive (1.2%), according to exclusive data from AdRoll.

In Q2 2024, worldwide clickthrough rates (CTRs) for search was 1.63%, more than double that of social (0.66%) and quadruple that of retail media (0.39%), according to a July 2024 report by Skai.

Most US adults will click through a digital ad that’s relevant to their interests, according to a CivicScience survey. That’s an improvement from March 2021, when 57% of US adults said they were not likely to click through these ads. As of January 2023, that figure dropped to 44%.

Advertisers saw higher ROAS from Walmart than Amazon in Q2: But the ecommerce giant continues to attract the lion’s share of retail media spend.

Here’s how publishers are developing and expanding their ecommerce monetization strategies, and how brands and retailers can partner with them to drive purchases in the affiliate channel.

When it comes to push notifications, getting the opt-in right can make a crucial difference between driving in-app conversions and getting shut out by users.

This report examines the latest trends in push notifications, offers guidance on developing strong metrics for measuring campaign success, and provides practical advice for garnering opt-ins and using personalization to improve outcomes.

Digital ad fraud is being held in check, viewability rates are improving, and brand safety measures are largely effective in the UK. Measuring the success of a campaign, though, must move beyond what is easily measurable.

Undertone's Mike Pallad and Laura Salant discuss the importance of measuring attention in digital ad campaigns.