Bonded Bitesize – Your Midweek Roundup

Google Ads run different auctions for each ad location

Google updated its documentation on how the Google Ads auction works, stating that separate auctions are run for each ad location. This change, which was not previously mentioned, has sparked discussion in the PPC community about its implications. The update clarifies that ads in different positions, such as top and bottom, are selected through independent auctions. While Google has not officially explained the change, it may relate to a previous update redefining ‘top ads’ and ongoing experiments with ad placements. PPC experts worry this could favor larger advertisers and impact SERP quality. Google later confirmed that separate auctions have been in place for years but updated the documentation for transparency. They are also testing double-serving ads but have not announced any immediate changes.

Google AIO Is Sending More Traffic To YouTube

New data from BrightEdge confirms that YouTube is becoming a key traffic source through Google’s AI Overviews (AIO), especially for complex search queries. Since January, YouTube’s presence in AIO has grown by 21%, with a 36.66% month-over-month increase from January to February. The most cited video types include instructional content (31.2%), visual demonstrations (28.5%), and product comparisons (19.7%). Healthcare topics benefit the most (41.97%), followed by eCommerce and B2B tech. Google is actively integrating video into AIO, favouring step-by-step tutorials, product demos, and real-world examples. With nearly 70% of YouTube citations related to instructions or demonstrations, marketers may benefit from optimising video content to align with this trend.

YouTube Details Changes Coming To Mid-Roll Ads On May 12

Starting May 12th, YouTube will update mid-roll ad placements to prioritise natural breakpoints, reducing interruptions that may cause viewer drop-off. For older videos, YouTube will automatically add mid-roll ads at these natural pauses if creators previously used manual placements, though they can opt out via YouTube Studio. New features include a feedback tool to flag interruptive ad slots and a hybrid system allowing both manual and automatic placements. Early tests show a 5% revenue increase for creators using both methods. YouTube encourages creators to review ad placements, enable automatic slots, and structure content with clear breakpoints. Importantly, creators retain full control over whether and where mid-roll ads appear.

Instagram may spin off Reels into a separate app

Meta is reportedly exploring a standalone short-form video app, code-named ‘Project Ray’, to enhance recommendations and feature more three-minute videos. Instagram head Adam Mosseri discussed the project internally, according to The Information. This move follows Meta’s recent launch of Edits, a video editing app competing with ByteDance’s CapCut. With Instagram’s feed becoming cluttered with videos, separating Reels into a dedicated app could streamline the platform and refocus Instagram on photos. Meta has also been incentivising creators to promote Instagram on rival platforms and post exclusively on Reels. If launched, the new app would position Meta to better compete with TikTok while addressing user concerns about Instagram’s shifting identity.

TikTok sunsets its creator marketplace for TikTok One, a broader solution with AI tools

TikTok is shutting down its Creator Marketplace and replacing it with TikTok One, a new, expanded platform for brands and creators. Starting April 1st, the Creator Marketplace site will redirect to TikTok One, which will help brands find creators, track trends, and create native-looking TikTok ads. TikTok One will feature AI-powered tools like Symphony Creative Studio, which helps marketers generate TikTok-style videos, scripts, and ads using AI. Brands can remix existing footage, create digital avatars, and localise content. TikTok’s Video Generator tool will also shut down, moving users to Symphony. Meanwhile, the platform’s Script Generator will allow advertisers to produce video scripts based on product details. TikTok is urging advertisers to migrate their data from the Creator Marketplace ahead of the transition, a move first announced in May 2024.

Amazon shuts down Chime, its Zoom alternative

Amazon Chime, the company’s underperforming alternative to Zoom and Google Meet, will shut down on February 20, 2026. Amazon confirmed that it will stop accepting new Chime accounts as of February 19, 2025, while existing customers can still use the platform until the shutdown. Customers are advised to delete their data and migrate to other services like AWS Wickr, Zoom, or Salesforce’s Slack. Chime, which launched in 2017, had limited adoption outside of Amazon, which contributed to its closure. Amazon plans to make Zoom its official meeting platform moving forward.

LinkedIn Rolls Out Email Metrics For Newsletter Publishers

LinkedIn has introduced email analytics for newsletters, providing insights into email sends and open rates. While these metrics are estimates, they help publishers understand how subscribers engage via email versus in-app notifications, allowing better comparisons with traditional newsletter platforms. This update also enhances transparency for advertisers assessing branded content performance. However, LinkedIn still does not share subscriber email addresses with authors, limiting cross-platform email marketing opportunities, and there’s no opt-in option for subscribers to provide their emails. Despite these limitations, the update marks a step forward in improving LinkedIn’s newsletter functionality.

Google Local Update Drops Organic Listing When Local Listing Is Present

Google’s recent update, dubbed the “diversity update” by Joy Hawkins, appears to remove URLs from core organic search results if they are already ranking in the local pack. This change, which may have started as early as August 2024, prevents the same URL from appearing in both positions on the first page of search results. While Google has not confirmed the update, it mirrors a 2019 change where featured snippets no longer duplicated core results. The update does not seem to apply universally, but Hawkins suggests businesses can counteract it by using a different URL in their Google Business Profile.

Spotify partners with ElevenLabs to expand its library of AI-narrated audiobooks

Spotify has partnered with ElevenLabs to allow AI-narrated audiobooks on its platform, expanding its audiobook offerings. Authors can create AI-narrated recordings in 29 languages through ElevenLabs, then distribute them via Findaway Voices, Spotify’s audiobook service, after a review process. AI-narrated titles will be labeled accordingly. This follows Spotify’s previous collaboration with Google Play Books on AI narration. While this move increases accessibility and content volume, it has sparked debate in the publishing industry over potential compromises in audiobook quality.

Snapchat Offers Brands More Control Over Ad Placement

Snapchat has introduced a brand-suitability suite, giving advertisers more control over the content their ads appear alongside. Using advanced machine learning, the system categorises content by sensitivity, allowing real-time ad placement adjustments. Advertisers can select suitability tiers—Full, Standard, or Limited—when setting up campaigns in Ads Manager, with reach and impressions updating accordingly. The suite covers placements across Spotlight, Creator Stories, Shows, and Publisher Stories and integrates with third-party measurement partners like Integral Ad Science, DoubleVerify, and Zefr. Snapchat reports that 99% of Spotlight and Creator Stories content is brand-safe.