Meta Overtakes Google in Ad Revenue — First Time in 25 Years
Historic shift: Meta is forecast to surpass Google in digital ad revenues for the first time ever — $243.46B vs $239.54B. Meta's 24.1% growth rate is more than double Google's 11.9%, driven by Reels, Advantage+ automation, and first-party data strength. Social media now commands 40% of global digital ad spend. The growth isn't with search anymore — it's with social.
Read on Marketing Dive →Google AI Mode Now Processes 1B Queries/Month — 93% Get Zero Clicks
Google replaced "Search" with "Ask Google" on Android, pushing AI Mode front and center. The numbers: 75M daily active users, 93% of queries generate zero clicks, and organic CTR dropped 61% for AI-featured queries. But here's the flip: sites cited in AI Overviews see 35% higher clicks and convert at 14.2% vs 2.8% for traditional organic. The goal is no longer ranking — it's being cited.
Read on B2the7 →IAB: Digital Ad Market Hits $294.6B — Social Takes 40%
The IAB's 2025 Internet Advertising Revenue Report dropped: $294.6B total (+13.9% YoY), social media at $117.7B (32.6% growth), programmatic at $162.4B, and search slowing to 11% growth. The clear signal: performance channels win, and AI is reshaping where clicks come from. Search still has the most dollars, but social has the momentum.
Read on Marketing Dive →Creatio Kills Per-Seat Pricing: Unlimited Users, Unlimited Agents
Creatio just launched "Unlimited" pricing — eliminating seat-based fees entirely. Unlimited users, unlimited AI agents, unlimited workflows, unlimited API calls. Their argument: in an AI era where agents execute workflows at scale, per-seat pricing makes no sense. If this catches on, it signals the end of the SaaS pricing model we've known for two decades.
Read on MarTech Series →McKinsey: "Superagency" — Humans + AI Agents as Digital Workforce
New McKinsey report on "Superagency" explores how enterprises are unlocking AI's full potential by combining human judgment with autonomous agents. They highlight Salesforce's Agentforce as the model — where AI agents simulate product launches and orchestrate marketing campaigns alongside humans. The key insight: the winners are treating AI agents as "digital workforce" members, not just tools.
Read on McKinsey →💡 My Take
Read this one: The Meta vs Google story isn't just a leaderboard change — it's a structural shift in where advertisers see value. When social's growth rate is 2x search, and AI Mode is killing click-through on Google's core product, you're watching a platform transition in real time. For enterprise leaders: your SEO strategy needs a GEO strategy now, and your paid mix probably needs rebalancing.