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Fragmentation comes to search advertising as marketers grapple with shifting search behavior

DATE POSTED:January 30, 2025

The search advertising landscape is poised to undergo a seismic shift this year, driven by the rise of AI-powered search platforms like Perplexity AI and search ads on social platforms like TikTok. And those are just the platforms with confirmed ad units. 

Meanwhile, the industry has been whispering about search ads cropping up on Reddit and Amazon’s generative AI-powered chatbot Rufus. All of this while search kingpin Google grapples with the fallout from its search trial, in which the Justice Department has tasked Google with selling its Chrome web browser to create a more equal playing field for search competitors. Google, of course, is expected to appeal this case.

The way people search for things online is changing, shifting from keyword-based searches to more conversational queries, in large part due to generative AI. And with Google’s dominance being challenged in court (also in the trial over its ad tech), competitors may soon start circling, hoping to capture any spoils from the fallout.

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