Confounding predictions that AI search would challenge Google, BrightEdge reports total Google search impressions rose 49% year-on-year after the company introduced AI-powered summaries. But Google is keeping more of that traffic to itself: the same data shows a 30% drop in click-through rates. The findings conflict with a SOCi report that search impressions are down 10%, although SOCi’s source is not stated.

With Prime Video reaching 130 million Americans, Amazon is rolling out direct commerce: the option to add items from a streaming ad directly to your Amazon shopping cart. The plan is to feature hyper-relevant, AI-powered contextual advertising so that ads will seem a “natural extension” of whatever you happen to be watching. Amazon will also introduce “pause” ads that will show branded content when you hit, guess what, pause (Prime subscribers can evade these pleasures by paying an extra $3 a month).

Composable CDP Hightouch is introducing same-session personalization, providing the ability to combine warehouse data and real-time signals during real-time interactions. It requires caching audience data outside of the data warehouse, bending the company’s “no copy” rule. This blog post explains how they do it.