🤖 AI Overviews Expand - And So Does Google’s Ad Agenda

Plus: Dotdash Meredith bets on app innovation, BeReal enters the ad market, and the creator economy shifts again.

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: Explore how Dotdash Meredith is reinventing magazine apps for younger audiences, creators are shifting from fan funding to brand partnerships, and Google's latest AI Overview updates may impact publishers further. Growth: Learn how BeReal is entering the ad market, Canva's latest platform update is streamlining campaign workflows, and Google is nudging advertisers toward AI tools with new "personalized" growth plans. Future of Commerce: Discover how influencer storefronts are reshaping creator commerce, viral TikTok videos are impacting consumer sentiment towards luxury brands, and Smart Stores are driving 24/7 self-serve retail innovation. ⭐ Katalys Featured Program   TRT + Weight Loss, Delivered • Henry Meds offers medically supervised programs for GLP-1 weight loss and testosterone therapy - no insurance needed, free shipping included. With telehealth visits, FDA-approved treatments, and top patient ratings, it's a trusted solution built to convert. Join the Henry Meds affiliate program on Katalys! Who they are: A direct-to-consumer health brand offering GLP-1 and TRT programs with 1-on-1 virtual care and personalized dosing, all delivered to patients' doors. Why join: With starting payouts ranging from $15–$65 CPA, you can earn by promoting a top-rated health offer with traffic approval across email, content, social, and display. Affiliates - Ready to promote a high-demand health solution for everyone? Sign up for Katalys and apply to join the Henry Meds program today! Brands - Looking to grow faster? Contact us to learn more! 💸 Monetization People App Launch • Dotdash Meredith's newly launched People magazine app aims to redefine digital engagement with a fresh, TikTok-inspired user experience, targeting a younger audience while remaining ad-funded. Featuring a swipeable content experience combining videos, motion, and interactive storytelling, CEO Neil Vogel emphasizes that the app is designed to resonate with modern users, aiming to increase engagement with a younger demographic. By building the app in-house, Dotdash Meredith seeks to establish a direct relationship with its audience, leveraging its substantial existing user base to drive app adoption and usage. Google AI Links Unveiled • Google has officially integrated new links within its AI Overviews to direct users to its own search results, potentially further reshaping traffic dynamics for publishers and content creators. While Google claims this change aims to improve topic exploration for users, it raises concerns for publishers as it may divert traffic away from their sites towards Google's own search results. Google's testing indicates that users find these direct links beneficial, reminiscent of the "People also search for" feature, suggesting a strategic move to enhance user engagement on its platform. Creators Shift Revenue Focus • Amid economic uncertainty, creators are shifting from fan-funded models to brand partnerships and ad share revenue, seeking more stability than subscriptions or donations can offer. Many creators are trimming prices for long-term brand deals, focusing on YouTube rev share, and declining expensive brand sponsorships to stay aligned with cash-strapped audiences. Influencer marketers report growing demand for creator content, with branded campaigns filling faster and marketers betting on creators as consistent performance drivers - even in a downturn. 📈 Growth   BeReal Enters the Ad Arena • BeReal has launched its long-anticipated U.S. ad platform with in-feed and takeover formats aimed at Gen Z users seeking authenticity. Backed by former TikTok exec Ben Moore, BeReal's new ad push mirrors its user-first design and already counts Nike, Netflix, and Levi's among early brand partners. With 40M monthly users and 85% of them Gen Z, BeReal is positioning itself as a safe, positive alternative for advertisers amid TikTok's uncertain U.S. future. Canva Launches Visual Suite 2.0 • Canva's major platform upgrade aims to streamline campaign planning, creation, and reporting into one collaborative space for marketers. The new tools like Magic Charts, Canva Sheets, and Visual Suite in One Design, reduce the dependence on external platforms by combining data, design, and collaboration into one shared workspace. With AI features that generate content, automate reporting, and support light development tasks, the update reflects a broader shift toward integrated, multifunctional creative software. Google Growth Plans • Google Ads is rolling out tailored three-month action plans to advertisers, driving them toward AI-driven solutions for enhanced campaign performance. The guidance emphasizes Google's preferred strategies, including the use of personalized AI recommendations and broad-match keywords, which may lead to higher ad spend. While marketed as personalized, these plans ultimately push to standardize advertising approaches, potentially disadvantaging those who deviate from Google's recommended practices as algorithms favor compliant accounts. 🚀 Future of Commerce   The Creator Commerce Shift • Social commerce is redefining how consumers discover and buy products, as brands move from intent-driven search to inspiration-led discovery. Marketers are adopting systems that integrate creator storefronts and data-driven performance metrics to better understand and scale the impact of influencer-led campaigns. The rise of hybrid creators—who deliver both reach and measurable business outcomes—is pushing brands to treat influencer marketing as a long-term growth strategy rather than one-off campaigns. Direct from China • Viral TikTok videos are showcasing Chinese manufacturers selling popular products and luxury dupes directly to consumers, stirring excitement and anxiety amidst rising tariffs. The phenomenon is gaining traction on social media, with one video amassing six million views before deletion, indicating a growing interest in bypassing traditional retail channels -  and the disconnect many Americans have from global manufacturing. The content is designed to resonate with viewers feeling the pressure of tariff anxiety and economic uncertainty, making direct purchases from manufacturers appealing. Retail Gets Smarter • Retailers are increasingly turning to self-service models like Smart Stores and locker systems to address labor shortages, shrinkage, and rising consumer demand for 24/7 convenience. Smart Stores use cashless, automated systems with weighted shelf tech and telematics to streamline purchases, track inventory in real-time, and reduce theft to under 1% - a major improvement over traditional storefronts. From airports to gyms and military bases, these compact retail setups are helping brands expand reach, test merchandising strategies, and drive incremental sales without the overhead of full brick-and-mortar locations. 👍 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