👀 AI is Choosing Your Next Influencer - Are You In?

Plus: Walmart's social commerce move, Perplexity's ad challenges, and the next frontier in space might be billboards

Welcome to the latest edition of Katalys Connect - your shortcut to the latest in performance marketing! [Read time: 4 minutes] What's in this issue? Each week we pack the latest trends, actionable insights, and industry breakthroughs into a quick read - ensuring you're not just keeping up, you're staying ahead. Monetization: Learn how publishers are navigating the rise of AI Overviews, tapping into new referral tools like Bluesky, and pressuring Google to follow through on its promise of better visibility. Growth: Explore how Instagram's new AI tools are changing brand-creator matchmaking, Best Buy is doubling down on retail media, and Perplexity's browser is raising big questions for advertisers. Future of Commerce: Explore how TikTok and Walmart are transforming social shopping, while space-based ads spark global debate about the future of the skies. ⭐ Katalys Featured Program   Healthcare, Reimagined • ReflexMD makes it easier than ever to access trusted, affordable care online. As demand for convenient, at-home healthcare continues to grow, affiliates have a unique opportunity to meet that need with this high-performing program.  Who they are: ReflexMD is a telehealth platform created to simplify access to high-quality care. Their 24/7 doctor access, fast delivery, and dedicated support make them a trusted option for consumers looking for convenience and reliability.  Why join: Earn competitive commissions starting at $140 CPA while partnering with a mission-driven brand offering real value to patients. With broad traffic approval, helpful resources, and high interest from consumers, it's an easy fit for health and wellness audiences. Affiliates - Ready to promote smarter healthcare? Read our blog to learn more about joining ReflexMD on Katalys. Brands - Want to supercharge your brand's growth? Contact us to get started! 💸 Monetization Publishers Navigate AIO Shift • Google's AI Overviews now appear on nearly 19 million keywords - up 91% in six months - leaving publishers in the dark about whether they're gaining or losing ground in organic search. Some publishers are seeing a surge in traffic, while others face declines, with keyword overlap and visibility in AI Overviews driving mixed results and no clear link to actual clicks. Since Google doesn't provide separate data for AI Overviews clicks, publishers are stuck making best guesses from keyword data and click-through comparisons, even as Google expands features like AI Mode that further reshape traffic behavior. Bluesky Enhances Referral Tracking • Bluesky has rolled out a new subdomain to help publishers accurately track referral traffic and better measure engagement from its platform. Publishers previously struggled to see traffic from Bluesky due to technical limitations in analytics tracking, but the new redirect system solves that by tagging visitors with clear referral signals. The Boston Globe reports that Bluesky referral traffic drives 3x more visits and 4.5x more paid subscription conversions than Threads, highlighting the platform's potential as a valuable driver of reader revenue. Google's Visibility Commitment • Google has set a public deadline of December 31, 2025, to enhance the search visibility of independent publishers, acknowledging their need for better support. During a recent exchange on X, Google's Search Liaison, Danny Sullivan, confirmed the commitment after publishers expressed frustrations over declining visibility and called for accountability. Sullivan clarified that improvements would be gradual and not guarantee that all sites would regain previous ranking positions, emphasizing the need for better guidance on content quality. 📈 Growth   Comet Advertising Incoming • Perplexity's upcoming Comet AI browser faces challenges in establishing a viable advertising model due to potential ad-blocking features, concerns over bot-generated clicks, and other unknowns.  Brands may struggle with ad visibility as Perplexity agents can be programmed to ignore ads, raising questions about the effectiveness of ad spend. The success of Perplexity's ad business hinges on developing a transparent ecosystem for advertisers and leveraging unique user data to create compelling ad formats. AI Influencer Matchmaking • Meta has added AI-powered discovery and content recommendation tools to Instagram's Creator Marketplace, streamlining how brands find and evaluate influencers for partnership ads. New features in Ads Manager's Partnership Ads Hub let brands search by specific keywords like "soccer moms with dogs," filter by 20+ verticals, and assess creator affinity with brand insights and performance badges. Meta is also expanding Marketing API support to make it easier for brands to use existing Instagram posts in creator-led campaigns and integrate partnership ads with Advantage+ Creative and click-to-message destinations.   Best Buy Taps Meta Data • Best Buy is expanding its retail media business with a new tool, Social+, that lets advertisers target its customers on Facebook and Instagram using Meta's AI-powered Advantage+ ad platform. The move builds on Best Buy Ads' 2022 launch and mirrors broader retail media trends, with the company joining Amazon, Walmart, and others in turning first-party shopper data into ad revenue. With plans to expand beyond Meta and invest in self-serve tools and new ad formats, Best Buy is doubling down on media as a major growth play in 2026. 🚀 Future of Commerce   Walmart Eyes Social Checkout • Walmart is reportedly in talks with TikTok and Instagram to enable in-app checkouts, signaling a bigger bet on frictionless social commerce. The retailer aims to reduce drop-off by letting users complete purchases without leaving their favorite platforms, especially when discovering products through influencer content. While deals are still in discussion, Walmart's move underscores growing pressure on retailers to meet consumers where they shop - inside social apps. TikTok Shop Surge • US shoppers under 60 are increasingly turning to TikTok Shop, averaging $708 in annual spending, highlighting its growing role as a shopping platform - despite the app's uncertain future. Nearly 90% of surveyed users engage with TikTok daily, with personal accessories and household items being the most popular purchases. Influencers significantly impact buying decisions, with respondents willing to spend an average of $95 on items they recommend, indicating a shift toward trust-based purchasing. Space Ads Face Pushback • Private companies are pushing to launch satellite-powered ads into Earth's orbit, but scientists warn this commercial intrusion could wreak havoc on astronomy, space traffic, and the skies themselves. Russian startup Avant Space and partner StartRocket have previously outlined intentions to launch hundreds of laser-equipped satellites to display logos and messages visible from Earth, raising alarms across the scientific community. U.S. law already bans launches intended for space advertising, but no international regulations prevent such displays from crossing borders - prompting astronomers to call for global standards before any such launches begin. 👍 Was this valuable? We strive to deliver engaging, high-value content to you weekly. Did we hit the mark? Let us know your feedback: Excellent | Good | Subpar © Katalys 2025 All Rights Reserved Katalys LLC, 315 S COAST HWY 101 # 528, Encinitas, California 92024, United States Unsubscribe Manage preferences