Google search loses its free pass with buyers
Google search was the line item buyers never questioned. That's changing.
For over two decades, Google search remained a line item media buyers could rely on without much debate. However, the introduction of AI Overviews has significantly altered this landscape. Google now provides answers directly on the results page, which in turn affects the frequency of people clicking through to advertisers and the value each click holds.
This shift results in fewer prime ad slots visible to users, and Google's automated buying tools, now default for most campaigns, are eager to pay for the remaining prime spots. As Q4 approaches, the quarter crucial for seasonal advertisers, CPCs surge due to heightened competition. After just a month into this critical quarter, advertisers are questioning the value they're receiving from their Google spend.
Digiday's investigation, involving 18 media buyers, revealed clients scrutinizing Google with an intensity typically reserved for newer channels.
Written by urgent.news from Digiday's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
