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Google has quietly expanded custom segments for restricted advertising categories, allowing finance, insurance, and gambling sectors to utilize search-term and URL-based targeting. This deep dive explores the strategic implications for high-CPC verticals, the mechanics of the policy shift, and how it bridges the gap between privacy compliance and performance marketing.
Join our free webinar on Tuesday, 15 July, at 10:30 am ET / 3:30 pm BST to discover how to optimise your marketing mix for sustainable growth.
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With AI search projected to eclipse traditional web search within two years, 90% of brand content currently remains invisible to algorithms. This deep dive explores the urgent shift from SEO to Generative Engine Optimization (GEO), the economics of zero-click searches, and why brands face an existential threat in the new answer-engine economy.
A deep dive into Google's unreleased "Banana" project, a specialized AI search toggle that signals a radical shift in the search giant's strategy. This analysis explores how the move aims to combat Perplexity and OpenAI, the implications of on-device 'Nano' models, and the existential risk to Google's core ad revenue.
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Google's organic trend data is fracturing under AI Overviews' weight, with over half of 2025 searches yielding no clicks. Marketers pivot to AEO amid plummeting CTRs and disrupted analytics, as publishers face an existential traffic crisis.
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