Zero-click reality rewrites the rules of search for brands

February 23, 2026 In several earnings calls this month, executives at high-profile advertisers like Airbnb and Expedia fielded questions from analysts over the impact of generative AI chatbots or Google's AI Overviews feature on their businesses. It's a sign that the changing dynamics of how search marketing will affect major brands has finally reached the boardroom. TOP STORY Zero-click Future Zero-click reality is rewriting the rules of search for brands Search performance concerns have reached brand boardrooms. Both organic and paid search practitioners are scrambling to find effective responses to the questions posed by AI developments. Advertisement OTHER THINGS TO KNOW For advertisers, the challenge that comes with TV is not whether people will watch. It is where they watch, how they move between platforms and how quickly plans need to adapt. Partner insights from Nexxen. Weather impacts what people try, buy and how they feel. This powers targeting to predict the moments when weather shifts a consumer's mindset toward purchase, driving sales and long-term growth. Learn more in this video. Partner insights from The Weather Company. This WTF explainer guide covers why brands like Sephora and Adidas are moving away from a siloed approach to loyalty and promotions, and are instead implementing a unified incentives marketing strategy. Partner insights from Talon.One. MEDIA & PLATFORMS Marketing on Platforms As it ramps up push to fund AI bets, Meta makes a new play for agencies Even in the age of Advantage+, Meta needs agencies. Evolving Agencies In fighting a whistleblower suit, WPP put its own account of media agency trading on the public record A former GroupM executive is suing WPP for $100 million, alleging he was fired for exposing a systematic scheme to pocket billions in client rebates. Retail Media Rewritten Walmart Connect's full-funnel ambitions come into focus, with Amazon in its sights Walmart Connect is scaling quickly, with AI investments and the Vizio acquisition shaping its push to rival Amazon's ad business. PARTNER INSIGHTS FROM EXPERIAN Why context is key to making AI successful in marketing As AI takes center stage in marketing strategy, context is emerging as the differentiator that turns reactive automation into predictive intelligence. AI Revenue Generation Walmart says AI users build 35% bigger baskets than others Walmart customers who use the company’s Sparky AI-powered shopping assistant have an order value that’s about 35% higher than those who don’t. PARTNER INSIGHTS FROM CHANNEL FACTORY What the next phase of suitability means for brands The discussion around brand suitability has matured. The first phase focused on safety, and the second shifted to suitability. The industry is now entering a third phase, where brands expect more customization, control and accountability. Advertisement ICYMI Member exclusive Pitch deck: Why Amazon believes its premium streaming inventory is worth the money Amazon is pitching its DSP to make the case. PARTNER INSIGHTS FROM NPR How advertisers are reallocating budgets to find incremental audiences on podcasts Broad-based TV often suffers from inefficient oversaturation, reaching a ceiling in effective reach. By reallocating a portion of their existing budget into highly effective podcast advertising, advertisers unlock substantial and measurable performance gains. Evolving Agencies 'The billable hour does not allow for any meaningful innovation': S4 Capital builds subscription model for the AI age Subscriptions were supposed to save publishers. Now, they're becoming part of the survival logic for agencies too.  DIGIDAY+ Member exclusive Media Buying Briefing: Dentsu's new CEO on how he's going to grow the business again Takeshi Sano takes over as global CEO, and brings with him a more outgoing and worldly approach to running the Japanese-owned holding company. Written by Jim Cooper and Sara Jerde Were you forwarded this email? Sign up to get it daily. Advertise | Digiday+ | Events | Awards Update your email | Unsubscribe | Privacy policy