Bonded Bitesize – Your Midweek Roundup

AI Overviews Reduce Clicks by 34.5%

Despite Google claiming that AI Overviews boost clicks, independent research suggests otherwise. By analysing 300,000 keywords—half with AI Overviews and half without—researchers found that top-ranking pages with AI Overviews saw a 34.5% drop in clickthrough rate (CTR) compared to those without. Using data from Ahrefs and Google Search Console, they observed a decline from 0.073 to 0.026 in average CTR for AI Overview keywords between March 2024 and March 2025. The likely cause is that AI Overviews answer queries directly in search results, leading to more zero-click searches. Although Google insists links within AI Overviews get more clicks, there’s no way to track this separately in Search Console, raising questions about transparency and the future impact on organic traffic.

Instagram Implements Expanded AI Age Checking, New Parent Prompts

Instagram is expanding its AI-powered age verification to ensure teens access age-appropriate experiences and safety features. The AI model analyses behaviour patterns—such as interactions, content engagement, and account history—to estimate a user’s age. It’s being enhanced to improve accuracy and detect users who may have lied. Meta is also testing video selfie verification with Yoti and urging app stores to take on age verification. In parallel, new parental alerts will help guide conversations around online safety. With over 54 million teens enrolled in Teen Accounts and 97% of 13–15-year-olds staying within the protections, Instagram reports positive feedback. These updates come amid growing global pressure for stricter social media

Streaming Competition Grows as Seasonal Trends Take Effect

Nielsen’s March 2025 Gauge report shows a return to seasonal TV habits, with overall viewing down 6% from February, though streaming continued its ascent, capturing 43.8% of total TV usage (+0.3 pts). For the first time, the top 10 most-watched streaming titles spanned seven different platforms, with Max seeing the biggest boost (+6%) thanks to The White Lotus, while YouTube set a new record with a 12.0% share. Cable rose to 24.0% (+0.8 pts), driven by March Madness and cable news—highlighted by FOX News’ coverage of the presidential address. Broadcast fell 9% to 20.5%, but The Oscars drew 20.3M viewers across ABC and Hulu, with the streaming audience notably younger, underscoring the power of multiplatform reach.

TikTok Ads introduces new exclusion lists

TikTok has introduced two new global ad placement tools—Video Exclusion List and Profile Feed Exclusion List—giving advertisers more granular control over where their ads appear. Part of TikTok’s expanding Safety Suite, these updates allow brands to block specific video IDs or user profiles from ad adjacency via the Brand Safety Hub in Ads Manager, either directly or with third-party partners. Alongside the tools, TikTok launched a Brand Safety & Suitability Playbook featuring tool overviews, industry case studies, and step-by-step guides. This move reflects TikTok’s shift from just “brand safety” to “brand alignment,” recognising that suitable ad environments vary by brand values and audience expectations.

Google Makes U-Turn On Third-Party Ad Tracking, Retains Cookies

Google has reversed its long-standing plan to phase out third-party cookies, opting instead to maintain their current form in Chrome and shelving the proposed “user-choice” button in Privacy Sandbox. Citing feedback and testing, Google will continue offering cookie preferences via Chrome’s existing settings and will enhance privacy protections in Incognito mode, including the rollout of IP Protection in Q3 2025. The reversal has sparked backlash from industry voices like Movement for an Open Web, who argue that the drawn-out process caused significant disruption and lost investment. While the future of Privacy Sandbox remains uncertain, Google plans to gather feedback and release a revised roadmap, with AI expected to play a central role in future ad targeting solutions.

Pinterest Adds New Elements to Its Academy Learning Platform

Pinterest has launched a major update to its Pinterest Academy learning platform, aiming to help marketers better understand and leverage the platform’s growing potential. With 553 million monthly active users and a strong focus on shopping, Pinterest presents a valuable opportunity for brands. The updated Academy now includes tailored learning paths based on marketing goals, a refreshed library of quick how-to videos, and a new course on using insights from Pinterest Predicts. Additionally, users can now earn a “Performance Essentials” badge to showcase their expertise. These new tools are designed to make Pinterest education more actionable and aligned with marketers’ specific objectives.

How to use YouTube Shorts to drive sustained growth, engagement

With 2 billion monthly users and 70 billion daily views, YouTube Shorts is quickly becoming an essential channel for brands looking to drive rapid growth, high engagement, and long-term visibility. Unlike TikTok or Reels, Shorts benefits from YouTube’s powerful search functionality, allowing content to remain discoverable well beyond its initial post date. It offers unique advantages like seamless cross-promotion between short and long-form content, stronger subscriber retention, and new monetisation streams through the YouTube Partner Program. For brands, the key to success lies in entertaining, fast-paced content with strong hooks, trending audio, and clear CTAs—making Shorts not just a video format, but a strategic growth engine.

Google Allegedly Engaged In Anticompetitive Monopolistic Ad Tech Practices

A U.S. judge has ruled that Google illegally maintained a monopoly in parts of the ad tech market, marking the second legal confirmation of the company’s monopolistic practices. The 115-page decision concluded that Google “willfully engaged in a series of anticompetitive acts” to dominate the publisher ad server and ad exchange markets, harming competitors, publishers, and consumers alike. Remedies are still being determined, but the Department of Justice and 17 states are pushing for a breakup of Google’s ad business, which accounts for about 12% of Alphabet’s revenue. The ruling also uncovered concerning behavior around evidence tampering and misuse of attorney-client privilege, adding weight to calls for accountability. Google, meanwhile, has stated it will appeal parts of the ruling, maintaining that it disagrees with the outcome.