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Google AI Overviews Are Draining Organic Traffic — and Forcing a Hard Rethink of Paid vs. Owned Channels

Google's AI Overviews are measurably suppressing organic click-through rates, hitting e-commerce brands hardest on upper-funnel informational queries. The industry is split three ways on how to respond — shift budget to Google Ads, diversify to Meta and owned channels, or restructure content for AI citation — while rising paid-media costs put pressure on thin-margin merchants.

Sep 287 min read

Paid Media

DTC Brands Are Pulling Meta Dollars Into Connected TV — Here's What the Shift Looks Like in Q4 2026

Frustrated by stubbornly high Meta CPMs and murky Advantage+ reporting, a growing number of direct-to-consumer brands are diverting performance ad dollars into connected television. Early movers in home goods, fitness equipment, personal care, pet care, and subscription food report measurable lift — but the channel demands a patience and planning discipline that conflicts with how most DTC growth teams are wired.

Sep 285 min read