Unpaid traffic (more likely to convert) is down 5.7% YoY according to a Contentsquare review of customer data while paid traffic is up 0.4%. This means the cost of a visit is up 9% with people turning to ChatGPT-style AI search rather than traditional search. Ironically this leads to the recommendation that marketers make more use of AI-powered insights into the customer journey.
Marketing solutions company Quad is partnering with advertising analytics provider Adalytics to combat fraud and improve evaluation and optimization of campaigns. Quad’s media agency Rise will use Adalytics’ capabilities to reduce ad deliveries to obvious non-human traffic. Adalytics will also supply impression-level transparency tools.
DISA Global Solutions, a US company that screens employee data, was hacked exposing data, including social security numbers, financial account and credit information, of 3.3 million people. The data was vulnerable for two months before the company discovered it.
Preliminary findings by the European Commission state that Apple and Google are in violation of the EU’s Digital Markets Act. Among the findings, Google Search is accused of prioritizing Google’s own products and services in results; Apple is instructed to improve interoperability between iOS and third-party devices. The companies now have an opportunity to respond.