Digital Industry Updates
At Embryo we keep a log of key industry updates within the digital marketing landscape. The updates cover changes with Google and algorithms and platforms that affect SEO, PPC, as well as social platforms such as Facebook, Pinterest, TikTok, and LinkedIn.
If you would like to contribute, then please contact h.middleton@embryo.com or e.murray@embryo.com.
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Changes to Meta location fees.
Meta is introducing ‘Location Fees’ — additional charges added on top of your standard ad spend to cover Digital Services Taxes (DSTs) that governments impose on large tech platforms operating in their markets. Until now, Meta has absorbed these costs itself. From July, they will be passed directly on to advertisers.
Read moreGoogle signals changed: What it means for your consent setup
How it works:
Google Ads will now rely directly on consent signals sent from a website, rather than using Google Signals settings in GA4 as an override. This makes website consent management the primary source for advertising permissions.
What’s the benefit:
Advertisers can gain more accurate tracking and audience measurement, but should review their cookie banners and consent setup to ensure data is being collected correctly.
Google expands limited ad serving policy on Search
How it works:
Google has expanded its Limited Ad Serving policy to include Google Search. This means Google may restrict ad impressions from advertisers it considers unqualified, particularly on searches where poor user experiences are more likely.
What’s the benefit:
The update is designed to improve ad quality. Advertisers with verified accounts & positive user experiences should be less likely to face impression restrictions.
Google is adding Business Profile Integration into the Gemini app
Google is rolling out Business Profile connection in the Gemini App. Allowing profile admins to manage reviews, customer questions, and performance data all within Gemini.
The update, coming this month, will also allow GBP managers to draft replies and make profile edits with AI assistance. Google shared examples of how the update will improve Business Profile value and usability for business owners:
- Ask how your business did this month and be provided with a summary including impressions, direction requests, call data, and customer engagement.
- Ask for help responding to a review, and have a unique response drafted that references the customer feedback.
- Ask Gemini to update details like opening hours, adjust seasonal opening times, or give tips on optimising your profile.
Google Ads changes monthly budget pacing
How it works:
Google has updated how monthly budgets are paced when ad schedules are restricted. Campaigns running only during certain days or hours may now spend more of their allocated monthly budget than before.
What’s the benefit:
Advertisers may capture more available traffic during active periods, but PPC teams should review budgets carefully to avoid unexpected increases in spend.
Google expands preferred sources within AI search experiences
How it works:
Users can now choose which websites and publishers they prefer to see referenced in AI-generated answers.
What’s the benefit:
This means trusted and well-known brands may have a better chance of appearing in AI Search results. Advertisers should continue building brand authority and high-quality content to stay visible.
Google Search IO 2026
Google Search IO 2026 highlights a continued shift toward AI driven search, with Gemini powering a more interactive and agent based experience. Search is moving beyond traditional listings, allowing users to ask complex questions, use multimodal inputs, and complete tasks directly within the search interface.
Key updates include expanded AI Overviews, a stronger AI Mode, and new agent style features that can help users take actions such as planning or booking. This signals a move from search as a list of results to search as an AI assistant that helps complete tasks.
For SEO, the focus should shift toward topical authority rather than isolated keywords by building strong content clusters that fully cover a subject. Content should be clearly structured so AI systems can easily interpret and reuse it, supported by strong internal linking to reinforce relationships between pages. There is also increased importance on informational content that directly solves user problems, alongside consistent brand and entity signals to strengthen Google’s understanding of site authority. Overall, optimisation should prioritise intent completion rather than rankings alone, especially as more queries are handled through AI driven results.
Read moreAI-generated video creation spotted in Performance Max
How it works:
Google has begun rolling out AI-powered videos inside Performance Max campaigns. Advertisers can automatically generate video creatives from existing assets and campaign content using Gemini-powered tools.
What’s the benefit:
This lowers the barrier to creating video ads and could help more advertisers access YouTube and video inventory without needing dedicated creative resources.
May 2026 core update
Yesterday, Google announced the rollout of the May 2026 core update.
Google have said ‘This is a regular update designed to better surface relevant, satisfying content for searchers from all types of sites.’
The rollout may take up to 2 weeks to complete.
Check status dashboardPerformance Max – Search Partner & Display exclusions
How it works:
Google is rolling out new exclusions within Performance Max campaigns, allowing advertisers to exclude the following directly within campaign settings:
- Search Partners
- Display Network placements
What’s the benefit:
This gives advertisers more control over where Performance Max ads appear, helping reduce wasted spend and improve placement quality in automated campaigns.
