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Category: News

Is Your Ad Spend on ChatGPT Working? Here’s the Uncertain Truth
As I explore the burgeoning ad platform of ChatGPT, it’s clear that its potential isn’t quite ready to fulfill the demands of performance marketing just yet. Many early adopters, myself included, are facing challenges with proving the impact of our advertising dollars.

The big picture. According to insights from The Information, ChatGPT’s advertising options offer scant data and are devoid of automated purchasing tools. This severely limits our ability to determine if the money we’re spending is making any significant difference.

What advertisers are dealing with. I found digital marketer Glenn Gabe’s breakdown of the issues particularly telling:
- No easy, automated method for buying ad space — everything from deals to negotiations still happens through traditional means like phone calls, emails, and spreadsheets.
- Lack of substantial performance data to properly assess our campaigns.
- Feedback from two agency executives mirrors my experience — there’s no measurable proof that these ads translate into business results for our clients.
Why I care. Delving into ChatGPT as an advertising channel means leaping without a safety net. The absence of performance metrics leaves us in the dark when it comes to ROI validation. Although OpenAI plans to scale ads to all US free users soon, the essential measurement tools are sadly lagging behind.

Jumping in at this stage requires one to manage expectations clearly — treating any foray as an experimental budget rather than a reliable performance avenue.

What’s on the horizon. I’m informed that OpenAI intends to display ads to all US users on the free and affordable ChatGPT versions in the coming weeks — marking a notable expansion from its current pilot. Advertisers are also advised to boost performance by offering more text and visual creative variations.

The irony. OpenAI, known for developing cutting-edge AI, still relies on basic tools akin to spreadsheets for ad reporting. It’s quite ironic and frustrating.

The bottom line. Despite the soon-to-be-expanded audience reach of ChatGPT ads, the infrastructure necessary to prove their value remains lacking. Those of us currently involved are spending with limited insight — essentially paying to float in the unknown.

Credit. Much appreciation to Gabe for sharing key points from The Information’s article on X.

Dig deeper. For those eager for more detail, the full article ‘OpenAI’s First Advertisers Can’t Prove ChatGPT Ads Work’ is available (subscription needed) at The Information.

Inspired by this post on Search Engine Land.
March 23, 2026
Navigate Google’s New Rule on Duplicate Lookalike Lists
I recently discovered an important update from Google affecting how I run Demand Gen campaigns using Lookalike user lists. Starting April 30, Google will block creating duplicate Lookalike lists via the Google Ads API and return an error code for any breaches.

This update might seem quiet, but its implications are significant, especially for those of us utilizing automated systems or third-party tools. Google is now enforcing a uniqueness check to prevent duplicates that have identical seed lists, expansion level, and country targeting.

Why do I care about this change? An unaddressed error could disrupt the workflow of my campaigns if I don’t update my integrations in time.

Here’s what I plan to do:
- Audit my current Lookalike lists and reuse those that already align with my goals instead of creating new ones.
- Update my API error handling processes to catch the new DUPLICATE_LOOKALIKE error code in versions v24 and above, or RESOURCE_ALREADY_EXISTS in older versions.
The bottom line is, while this change is housekeeping, the deadline is firm. I need to ensure my campaigns are technically prepared before the end of April to maintain stability in Google’s systems.

If you’re interested in a deeper dive, I highly recommend checking out Google’s blog post detailing these changes: Upcoming changes to Lookalike user lists in the Google Ads API, starting April 30, 2026.

Inspired by this post on Search Engine Land.
March 23, 2026
Identical Google Ads Metrics Spark Industry Concerns
I recently stumbled upon an intriguing issue with Google’s paid search ads. Imagine my surprise when I noticed multiple competing ads displaying identical web statistics! This strange occurrence immediately made me question whether it’s a bug or perhaps a deliberate change by Google.

What’s happening? I’ve seen several paid search ads showcasing the same website statistics simultaneously, despite these metrics usually being unique to each site. This uniformity makes the data appear dubious, leaving me uncertain if it’s a display glitch, an experimental test, or something more intentional.

Why we care. Trust signals in search ads play a crucial role in helping users like us make informed decisions. They boost click-through rates by instilling confidence in the results. If identical stats appear across competing ads, it risks undermining their credibility—potentially impacting the confidence and trust advertisers rely on.

What we don’t know.
- Whether Google is testing this actively or it’s an unintended bug
- How widespread the issue is across different search queries or markets
- Whether it’s affecting user click behavior or advertiser performance
No official word. So far, Google has not confirmed or commented on this behavior. Paid Media expert and Founder Anthony Higman was the first to notice and flag this anomaly, sharing his findings on LinkedIn.

The bottom line. If trust signals can’t be trusted, they fail to serve their purpose. As someone invested in digital advertising, I’m keenly watching whether this pattern gains momentum or fades away. Observing these developments is critical for both advertisers and users.

Inspired by this post on Search Engine Land.
March 23, 2026
Unlock AI Insights with Google’s New Ads DevCast for Developers

I’ve been eagerly following the latest developments from Google, and their new Ads DevCast is truly a groundbreaking resource for developers like me. This initiative offers technical insights into Google Ads and highlights how AI-driven changes are transforming ad APIs.

The new show is hosted bi-weekly by Cory Liseno, as part of the Google’s Advertising and Measurement Developer Relations team. Ads DevCast focuses on deep technical dives across key tools like Google Ads, Google Analytics, and Display & Video 360. It feels like a direct line to the experts who are constantly innovating in our field.

What’s interesting here is that Ads DevCast complements Ads Decoded, which is more about campaign strategy, hosted by Ginny Marvin. It’s specifically designed with us developers in mind, highlighting the need for a specialized approach to understanding these platforms.

The first episode, intriguingly titled “MCPs, Agents, and Ads. Oh My!”, delves into the “agentic shift” that Google is observing. With AI agents becoming the main users of ad APIs, this shift is something we’re all keenly interested in.

For those of us deeply involved with Google’s ad tools, Ads DevCast is an invaluable resource. It helps us stay ahead of technical evolutions, discover new capabilities quickly, and build efficient integrations in a landscape increasingly dominated by AI.

I see Google broadening the horizon from a niche “Ads Developer Community” to a wider “Ads Technical Community.” This change allows marketers to carry out technical tasks without needing exhaustive development cycles.

As a pilot project, Ads DevCast is still very much in development, and Google is actively seeking feedback from us to refine future episodes. It’s exciting to know we can influence its direction.

This initiative reinforces Google’s commitment to keeping us in the loop with their latest innovations, enabling us to adapt quickly and effectively in an AI-first world. Check out Ads DevCast if you haven’t already!

Inspired by this post on Search Engine Land.

March 20, 2026
New Google Rule: Disabled Buy Buttons for Out-of-Stock Items

I’ve noticed that Google has tightened their Merchant Center rules, now requiring a visible, but disabled buy button for products that are out of stock. This means the button should appear on the page, but users won’t be able to click it since it’s grayed out and inactive.

What’s happening. This shift represents a significant change from previous practices where retailers either let the ‘Add to Cart’ button remain clickable or removed it altogether. Both methods are now against Google’s guidelines.

How it works. The requirement is straightforward: a buy button must stay on the page but needs to be disabled. This usually involves a visual change to indicate it’s not active, making it unclickable yet visible.

The catch. It doesn’t stop at the button change. Google wants explicit availability messaging on product pages, like ‘in stock,’ ‘out of stock,’ ‘pre-order,’ or ‘back order.’ This labeling has to match perfectly with the product feed.

Mismatched information between the webpage and the product feed could lead to disapprovals.

The bigger shift. This policy eliminates a workaround many retailers used, where out-of-stock items could still be sold by keeping the buy button active. Now, if retailers wish to accept orders for unavailable products, they must list them as ‘back order’ and ensure this status is synced across the landing page and feed.

Bottom line. While this seems like a minor UI adjustment, it’s a significant policy shift. Retailers must audit their handling of out-of-stock items and make sure their pages and feeds are in perfect harmony to avoid any interruptions.

First seen. This update came to my attention thanks to a Google shopping specialist who shared the details on LinkedIn.

Dig deeper. For more details, check out the landing page requirements.

Inspired by this post on Search Engine Land.

March 20, 2026
AI Bots Could Dominate Internet Usage by 2027

I recently heard Cloudflare CEO Matthew Prince predict a fascinating future where AI bots might outnumber us humans on the web by 2027. The surge of agent-driven browsing, paired with the rise of generative AI, could really shake things up online.

During his talk at SXSW, Prince warned us that bots are already transforming how we use and monetize the internet. This got me thinking about the big shift in search as more people rely on AI-generated answers instead of traditional clicks.

Why this matters to me. With the prospect of bots becoming the main users of the web, I’ll need to adapt my strategy. Ensuring AI systems can access and trust my content will be crucial for staying relevant.

Details from Prince. According to Prince, AI agents collect far more information than we do because of their unique browsing habits. While I might visit five sites for a purchase, an AI could browse thousands, generating significant traffic and load.

Prince also pointed out the rapid changes in the internet’s baseline.

He said that, for a long time, about 20% of web traffic was from bots, but by 2027, this could surpass human traffic.

This isn’t a sudden spike, like during COVID-19; it’s a steady increase with no signs of slowing down.

The broader implications. Prince compared this shift to other digital transformations, like mobile and social media. However, the difference here is profound: users may stop visiting websites directly, relying instead on AI interfaces for aggregated answers.

The traditional business model of attracting traffic and selling through ads is under threat. After all, bots don’t click on ads, and customers are more likely to trust an AI’s output without further clicks.

AI sandboxes. I found Prince’s vision of “AI sandboxes” particularly intriguing. These temporary environments for AI agents could appear and disappear millions of times per second, impacting how computing works behind the scenes.

Such changes will undoubtedly put sustained pressure on our internet infrastructure as traffic continues to grow.

Business ramifications. Companies are already debating how to adapt to AI’s influence, and there’s no clear consensus yet. Prince highlighted how the nature of bots might sever the direct relationship between businesses and their customers, as bots don’t prioritize brands.

For content creators like me. AI can be both a challenge and an opportunity. It might reduce direct traffic, challenging ad-based models, but it also creates demand for unique, original data, which AI companies may pay for.

Local media could thrive by licensing specific content to AI companies, potentially earning more than through digital ads.

For small businesses. Prince put it wisely: AI agents prioritize price, quality, and efficiency over brand loyalty. This means traditional trust shortcuts might not hold any longer, driving towards relentless aggregation.

Future considerations. The next era hinges on finding ways to balance control and compensation for content producers and providers. In Prince’s words, “There has to be some exchange of value.”

The fundamental question remains unanswered: what will be the future business model of the internet?

For more insights, check out the SXSW interview: The Internet After Search.

Inspired by this post on Search Engine Land.

March 20, 2026
Adobe Phases Out Marketo SEO: Export Your Data by March 31

As a regular user of Adobe’s Marketo Engage, I recently learned that Adobe plans to discontinue the SEO feature by the end of March 2026. This information was detailed in Adobe’s February 2026 release notes, and I wanted to share my thoughts and remind you to take action if you use this tool.

I know how crucial it is to export existing SEO data before the tool’s deprecation on March 31, 2026. You can find export instructions on this page. It’s essential to act promptly, as the SEO tile will be removed from the platform starting April 1.

So, what’s the story here? Adobe’s Keith Gluck mentioned that retiring underutilized features will allow the Marketo Engage team to refocus resources elsewhere. If you’re seeking alternative SEO tools, Adobe’s acquisition of Semrush in 2025 offers a robust solution, with Semrush being a comprehensive SEO and visibility tool. (Remember, Semrush now owns Third Door Media, the publisher of Search Engine Land.)

I wasn’t taken aback by this news, as it’s been common knowledge among those who keep up with Marketo updates. Reports have indicated that not many users fully tapped into the SEO capabilities. Additionally, the Marketo Engage team hasn’t prioritized these features recently.

With shifts in the search landscape, driven by rapid advancements like LLMs, saying goodbye seemed timely. Semrush’s entry into the Adobe ecosystem feels like a fitting evolution of their service offerings.

If you’re interested, check out a related update on LinkedIn:

Inspired by this post on Search Engine Land.

March 20, 2026
Why Walmart’s ChatGPT Checkout Fell Short: Key Insights

When I first heard about Walmart’s experiment with ChatGPT’s Instant Checkout, I was intrigued. But after testing 200,000 items, Walmart discovered that conversions through this method were three times lower compared to their website.

Why This Matters: This experiment highlights an important point: traditional shopping environments still hold the crown when it comes to conversions. Even in a world dominated by AI, guiding users to owned environments proves more effective.

The Experiment Details: Starting last November, Walmart introduced around 200,000 products available for purchase directly inside ChatGPT through OpenAI’s Instant Checkout. The goal was to let users buy items without ever leaving ChatGPT.

Daniel Danker, Walmart’s EVP of Product and Design, revealed that these purchases had a conversion rate one-third lower than similar transactions on their website. He described the experience as “unsatisfying,” which prompted Walmart to reconsider their approach.

Farewell to Instant Checkout: Originally, Instant Checkout aimed to complete transactions within ChatGPT. However, OpenAI recently confirmed plans to phase it out, leaning towards merchant-handled app checkouts.

Changes on the Horizon: Walmart plans to integrate its own chatbot, Sparky, within ChatGPT. This will allow users to log into Walmart’s system, sync their carts across platforms, and finalize purchases seamlessly.

A similar integration with Google Gemini is expected next month, broadening Walmart’s technological reach.

The WIRED Report: For those interested in the comprehensive story, WIRED provides further insights into how Walmart and OpenAI are revolutionizing agentic shopping (subscription required).

Inspired by this post on Search Engine Land.

March 19, 2026
Discover iOS Comet Browser: Blending Google Search & AI Excellence

I’ve recently discovered Perplexity’s innovative Comet browser for iOS, which defaults to Google Search. It makes perfect sense, given that mobile users typically focus on navigating, finding local results, and completing transactions. As Perplexity CEO Aravind Srinivas points out, “Google does a much better job … than anyone else … including Perplexity.”

Comet for iOS. This browser integrates Perplexity’s AI assistant directly, providing a seamless experience. It cleverly merges AI-generated answers with standard search outcomes, so for numerous queries, you won’t miss the familiar results page.

While browsing, I can query using my voice, which is incredibly convenient. The assistant’s capabilities include summarizing entire pages, answering questions, and even drafting emails on my behalf.

One feature I find particularly useful is Deep Research, which generates cited summaries and prepares materials tailored for serious inquiry.

What Comet does. The assistant can take action on my behalf. Among other things, it excels at summarizing articles and sharing outputs, researching people or topics across tabs, and assisting with bookings or filling out forms. It’s like having a digital personal assistant ready at all times.

What Perplexity is saying.

“The search experience in Comet iOS provides traditional search result pages for fast, local, and high-intent queries that are more common on mobile. Meanwhile, the Comet Assistant easily allows for more advanced knowledge and intelligence powered by the Perplexity answer engine. The intention is for users to have the smoothest browsing experience possible for the real use cases of iOS.”

Why we care. As search continues to evolve towards hybrid models, optimizing for both traditional Google results and AI-generated responses becomes crucial. This shift underscores Google’s stronghold in commercial and local search, while driving the competition into the AI domain.

The announcement. Comet is Now available on iOS

Inspired by this post on Search Engine Land.

March 19, 2026
Google Revolutionizes Shopping with AI-Powered Protocol Updates

As I delve into the latest updates from Google, it’s clear that the company is advancing its Universal Commerce Protocol (UCP) to revolutionize AI-driven shopping experiences.

The UCP update is not just about ads anymore; it’s about the rich product data that will shape visibility and drive sales.

Google is making significant strides in supporting ‘agentic commerce’ by enhancing its infrastructure with new UCP capabilities. These updates will simplify retailers’ integration processes.

Google highlights how the UCP, an open standard aimed at connecting retailers to AI-driven shopping experiences, is evolving. This transformation seeks to emulate the feel of traditional storefronts even when purchases are done through automated agents.

What’s New: The focus is on creating more functional and flexible shopping experiences via AI agents.

The new cart feature allows AI agents to compile multiple products from a single retailer into one basket, making it resemble the typical shopping experience.

Additionally, the catalog capability enables agents to access real-time data about products, including pricing, inventory, and variants, ensuring accuracy and responsiveness in shopping interactions.

Significantly, the identity linking feature preserves benefits such as member pricing and free shipping across platforms linked by UCP, enhancing the shopper’s experience beyond the retailer’s native site.

Why I Care: With this update, the shift toward AI-driven, agent-led shopping becomes more pronounced. Services like Search and the Google Gemini app might choose and purchase products on users’ behalf, making the quality of product data critical for visibility. Simplified onboarding and support from major platforms could mean quick adoption and an advantage for early adopters.

Zooming Out: UCP is a modular system, allowing retailers and platforms to adopt capabilities selectively rather than all at once, offering flexibility as the industry gauges the extent of control to cede to AI shopping.

Google’s Strategy: Google is set to integrate these capabilities into its ecosystem, including AI-enhanced experiences in Search and the Google Gemini app. To encourage wider adoption, Google plans to simplify the onboarding process within Merchant Center soon.

The Bottom Line: Google’s UCP is evolving from a concept into a broad ecosystem, enhancing capabilities while easing adoption. By doing so, Google is positioning agent-driven commerce as a compelling choice.

Inspired by this post on Search Engine Land.

March 19, 2026

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