December brings not only the Christmas spirit, but also major news in the field of SEO and online marketing. Companies like Google and Microsoft have introduced updates that could fundamentally affect digital marketing strategies in 2025. From advances in artificial intelligence to optimization of website analytics and management tools, in this article we take a look at the key changes that you shouldn’t miss.
Study: Google AI insights appear in 47% of search results
A new study from Botify and DemandSphere finds that Google’s AI Overviews appear in 47% of search results in the U.S. and take up nearly half of the screen space, especially on mobile devices. This trend is changing the way users interact with the search engine, as three-quarters of the websites cited in these overviews come from the first 12 organic results. The study also highlights that content that closely matches the semantic meaning of the overview has a higher chance of being included in these overviews. The findings suggest that traditional SEO metrics such as click-through rate (CTR) may no longer be sufficient to measure search success, underscoring the need to adapt search engine optimization strategies.
Global advertising revenue to exceed $1 trillion, dominated by Google and Meta
A report by media agency GroupM, part of WPP, estimates that global advertising revenue will surpass $1 trillion for the first time in 2024. Digital platforms such as Google, Meta, ByteDance, Amazon and Alibaba will dominate, together capturing more than half of that amount.
Key findings:
- Market Growth: Global advertising revenue is set to grow by 9.5% in 2024 and is expected to grow by a further 7.7% in 2025.
- Digital dominance: Digital advertising could account for 82% of total revenue by 2025, including streaming, online news, and magazines.
- Regional Trends: The US, the largest advertising market, is expected to generate revenues of $379 billion by 2025. China, on the other hand, is experiencing rapid growth, with revenues estimated to increase by 13.5% in 2024 to $204.5 billion.
- Print Decline: Print advertising revenue will continue to decline, by 4.5% in 2024 and another 3% in 2025.
The $1 trillion milestone reflects the growing influence of digital platforms on the advertising industry. Advertisers must adapt their strategies to the digital landscape, leverage artificial intelligence for targeted campaigns, and respond to changing consumer behavior. The data also highlights the need for effective planning in times of economic uncertainty.
Automattic acquisition will bring artificial intelligence to WordPress
Automattic’s acquisition of WPAI marks a significant step toward the broader integration of artificial intelligence (AI) into WordPress, one of the estonia mobile database world’s most popular content management systems. WPAI specializes in developing AI-powered features that aim to simplify and streamline website management. Automattic plans to integrate WPAI’s core technologies into its services, which could bring new tools for content creation, data analysis, and user experience improvements.
This acquisition suggests that WordPress will offer more advanced AI-powered features in the future, helping its users automate and simplify routine tasks. For the platform’s users, this means potential efficiency gains in website management and further innovations in digital marketing and content.
Perplexity expands publisher ad revenue sharing program
The expansion of Perplexity’s revenue sharing program represents a significant step forward in the collaboration between the technology the commitment and constant optimization platform and traditional publishers. Perplexity, an AI-powered search engine, now includes media outlets such as the Los Angeles Times, Adweek and The Independent , ensuring broader reach and credibility for content on the platform. The program allows publishers to share ad revenue and gain access to performance metrics, helping to better optimize their content.
While Perplexity continues to build cpa email list partnerships, major media brands like The New York Times and Dow Jones remain out of the December news program due to legal disputes over the use of their content. The transparency of the program’s terms remains a question, as the company does not disclose specific financial details, which may be a way to maintain a negotiating edge.
This expansion highlights the potential for more effective integration of trusted content into AI-powered platforms, but also highlights the ongoing challenges with the legal and ethical aspects of this collaboration.
Google Search Console Update: No More Analytics Data
Google has made changes to its Search Console Insights service , removing metrics from Google Analytics . This move means that Search Console Insights will now provide information based solely on data collected from Search Console. This update is available to all.