Google search loses its free pass with buyers

Google search was the line item buyers never questioned. That's changing. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ 

November 2, 2026 For the better part of two decades, Google search was the line item media buyers rarely had to defend. AI Overviews complicated that. Google now answers more queries on the results page itself, which changes how often people click through to an advertiser and what each click is worth. That, in turn, means fewer prime ad slots around the search results people see, and Google’s automated buying tools, now the default for most campaigns, are quick to pay up for the ones that remain. Advertisement TOP STORY MARKETING ON PLATFORMS Google search loses its free pass with buyers Across conversations with 18 media buyers, Digiday found clients putting Google through the kind of scrutiny usually saved for newer channels. Other things to know Join us Dec. 1-3 in Nashville for the Digiday Programmatic Marketing Summit, bringing together brand and agency leaders navigating the next era of programmatic. Don’t miss the chance to connect one-on-one with execs from VML, Horizon Media, OMD and many other industry-leading brands and agencies. Join this webinar on Nov. 5 at 1 p.m. as experts from Cint, CMI Media Group, iSpot and TripleLift share practical strategies to bridge audience, creative and measurement gaps and build high-performing CTV audiences. Partner insights from TripleLift. According to a new Digiday and Arc XP survey, among publisher respondents working with creators in some capacity, 62% said they are seeing faster audience growth. Partner insights from Arc XP. AI CONTENT ECONOMY People Inc. is building custom APIs to make its journalism easier for AI agents to use  People Inc. is moving toward custom APIs for AI systems, Forbes has adopted Markdown for agents, while the FT, Daily Mail are considering how agents could reach content for subscribers. MEMBER EXCLUSIVE Media Buying Briefing: Overheard at Media Buying Summit: How AI is helping and hurting client relations and office work Worries about lazy use of AI for client briefs and internal documents has agencies wondering how to make better use of the tech. Partner Insights from Viamedia Omnichannel advertising needs a unified operating system As advertisers adopt omnichannel strategies, they need operating systems that seamlessly execute campaigns across channels — uniting inventory supply, advertiser demand and the intelligence to execute and measure campaigns. THE CREATOR ECONOMY Giggly Squad’s SiriusXM deal signals a shift from podcast networks to creator ecosystems The Giggly Squad deal shows podcasts have turned another corner. Video, short-form, IRL shows...where does the podcast go from here? A MESSAGE FROM GOOGLE PUBLISHER CONNECTIONS In the AI era, strong partnerships are more critical than ever The digital advertising ecosystem is being transformed as AI unlocks speed, intelligence and new avenues for growth. But both publishers and marketers are realizing that simply having more monetization capabilities and buying options doesn’t necessarily lead to stronger business outcomes. With the constant pressure to maximize publisher revenue and the ROI of every advertising dollar, navigating this growing complexity requires collaboration both parties can count on. Learn More RETAIL MEDIA REWRITTEN Amazon says more than 400M customers have used Alexa for Shopping in the last 12 months Customers who use Alexa for Shopping are spending 50% more than those who don’t, Amazon CEO Andy Jassy said during the company’s earnings call on last Thursday.  Partner Insights from ElevenLabs Live session: Practical lessons for scaling personalized customer engagement From Digiday's sister brand Modern Retail: Register for this webinar on Nov. 12 at 2 p.m. ET for an inside look at how marketers are scaling one-on-one customer conversations with AI and what it takes to create seamless AI-to-human handoffs. THE RUNDOWN Creators are now classified as small businesses, but what does that actually mean? The Small Business Administration has officially welcomed creators under its umbrella; let's unpack what that means for brands, creators, and the economy at large. Partner Insights from Eyeota, a Dun & Bradstreet company Data strategy faces a new test as ad tech deals accelerate A changing ad tech landscape is raising the stakes for marketers deciding on data infrastructure and technology partners. As companies combine and ownership shifts, maintaining data continuity, transparency and strategic independence is increasingly important.  Advertisement ICYMI THE CREATOR ECONOMY Why the 2026 midterms could mark a turning point for influencers in political campaigns See how campaigns are recruiting creators for 2026 midterms as disclosure rules lag and voter trust becomes the real battleground. MEDIA PRODUCT STRATEGIES The Hill adds interactive election tools to subscription offering ahead of the midterms The Hill is betting on interactive subscriber-only features to help grow its new subscription business ahead of the 2026 midterms. Written by Jim Cooper and Sara Jerde More from Digiday Digiday+ Podcast Events Advertise Were you forwarded this email? Sign up to get it daily. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 Preferences · Unsubscribe · Privacy policy