The battle for Search

With generative AI coming on the scene, Google's growth is starting to stagnate. RMNs (Retail Media Networks) like Amazon and Social Networks like Tik Tok and Instagram are competing for Search advertising as brands are seeing a more and more diverse Search landscape.

According to the Times, some clients are already switching from their current default search engine from Google to Microsoft Bing. One striking example that may happen in the next couple of weeks is the case of Samsung that could switch from Google to Microsoft. This would represent a huge loss of approximately $3billion for Google.

Additionally, with the loss of third party tracking in 2024, brands are re-thinking how they'll spend their money for retargeting purposes. Using RMNs first-party data could be one efficient solution. Brands would use retailers' audiences data to retarget shoppers.

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