After a year of Google ’s AI Overviews, marketers consider tweaking their paid search strategies

Faced with shifting user habits, some agencies and clients are adapting their approaches to paid search a year after Google launched AI Overviews.

May 16, 2025

After a year of Google’s AI Overviews, marketers consider tweaking their paid search strategies Faced with shifting user habits, some agencies and clients are adapting their approaches to paid search a year after Google launched AI Overviews. Additional coverage: AI may be racing ahead in advertising but it hasn’t yet rewritten the invoice. While ad spend on Pinterest might be low, momentum among buyers is building. Microsoft is closing Xandr Invest, a sign of its increased focus on AI and a harbinger of further ad tech consolidation. The Trade Desk's Jeff Green discusses ad tech's big issues. Our most-read story this week: Microsoft Advertising is closing the Xandr DSP, layoffs pending. From sister site, Modern Retail: Fast-fashion giant Shein announced price reductions for U.S. customers, following a temporary easing of tariffs on Chinese imports. Other things to know about Ends tonight: Save 35% on an annual Digiday+ membership and take advantage of our best offer yet. Under the leadership of Ann McGowan, general manager of digital platforms at A+E Global Media, the company is exploring new audience engagement and content curation tactics. Sponsored by A+E Global Media. Media mix planning can’t be one-size-fits-all. Modern tools help marketers plan down to the week, dollar and channel, adapting to evolving consumer behavior, price sensitivity and environmental factors. Sponsored by Keen Decision Systems. Top Stories Ivy Liu Evolving Agencies After a year of Google’s AI Overviews, marketers consider tweaking their paid search strategies Faced with shifting user habits, some agencies and clients are adapting their approaches to paid search a year after Google launched AI Overviews. howdy! Generative AI AI is scaling in advertising – outcome-based pay isn't AI may be racing ahead in advertising but it hasn’t yet rewritten the invoice. Advertisement Sponsored by Copyleaks AI is challenging content ownership norms A new guide explores how publishers respond to the rise of AI-generated content and protecting copyrighted work from unauthorized use by large language models. howdy! Marketing on Platforms As Pinterest improves ad platform, advertisers continue to increase spend While ad spend on Pinterest might be low, momentum among buyers is building. Sponsored by Adstra How composable identity powers business-to-person marketing for Dun & Bradstreet Dun & Bradstreet’s ability to execute B2P marketing relies on control, adaptability and seamless integration. By building its strategy around composable identity, Dun & Bradstreet can work directly within its own data infrastructure, avoiding inefficiencies. howdy! The Programmatic Marketer Ad Tech Briefing: Microsoft's DSP closure signals ad tech consolidation, as well as the AI arms race Microsoft is closing Xandr Invest, a sign that of its increased focus on AI and a harbinger of further ad tech consolidation. Advertisement Sponsored by Pathlabs To increase profits, agencies are expanding digital offerings Some agencies are turning to a flexible partner model to scale digital media services efficiently while maintaining independence. howdy! The Programmatic Marketer The Trade Desk's Jeff Green on ad tech's big issues The Trade Desk’s Jeff Green discusses ad tech’s big issues. howdy! Generative AI Media Briefing: Reliant on search, haunted by AI: publishers at a crossroads With AI-driven updates rolling out steadily and traffic patterns shifting, publishers are starting to plan for more zero-click searches. All Latest Stories

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