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iClick Advertising
5 explainers live · refreshed monthly

What AI is doing to advertising, honestly.

AI Overviews. ChatGPT ads. Google's AI Max stack. Meta's Andromeda. iClick's position on each. What breaks in your account, and what iClick automates versus keeps human.

trend

ChatGPT ads, explained

OpenAI has signalled and begun testing advertising inside ChatGPT, which would put sponsored placements in front of hundreds of millions of conversational users. Most of the detail is still unconfirmed. This is an emerging channel to understand and watch, not one to bet a budget on yet. Here is what is actually known, what is speculation, and how to prepare sensibly.

OpenAI advertising signals and early testing reported through 2025 to 2026
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flagship

Will AI replace PPC agencies?

Yes for button-pushing agencies. No for strategy, guardrails, and margin-aware judgment. AI is already running the bidding, budget pacing, and query mining at iClick. Humans still run the strategy, the guardrails, the creative direction, and the case-value math. The agencies going out of business are the ones that were only ever pushing buttons.

OpenAI ad testing (Feb 2026), Google AI Max global (May 2025), Meta Advantage+ default
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explainer

AI Max for Search in Google Ads, explained

AI Max is a bundle of AI-driven features for Search campaigns that expands where and how your ads match, using broad-match-style query expansion, automatically created assets, and dynamic landing-page selection. It brings Performance Max-style automation to Search. Used with guardrails it finds incremental queries; used blind it repeats every PMax mistake in your highest-intent channel.

Google AI Max for Search campaigns rollout from 2025 into 2026
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explainer

The Meta AI advertising stack, explained

Meta's ad platform is now AI end to end: Advantage+ campaigns automate targeting and structure, automated placements decide where ads run, and generative tools produce and vary creative. The automation is strong, but results still turn on the inputs you control, creative quality, clean conversion signal through the Conversions API, and value-based audience seeds. The machine optimises what you feed it.

Meta Advantage+ as default and expanding generative-AI creative tools through 2025 to 2026
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trend

What AI Overviews do to paid search

AI Overviews, Google's AI-generated answers at the top of results, push traditional listings down and change how ads compete for attention. High-intent commercial queries still show ads, often above or around the Overview, but zero-click behaviour is rising. This is a moving target: the honest position is to protect high-intent capture, watch your data, and not overreact to headlines.

Google AI Overviews expansion across markets and query types through 2025 to 2026
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Every agency is not the same. At iClick Advertising, we don't offer ‘free audits’, we provide actionable insights that improve real growth.

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