Ryvalmedia Pulse (Vol.58)

What Perplexity Ads Mean for E-Commerce?

Perplexity AI has introduced innovative ad formats like sponsored follow-up questions and sidebar video ads, designed to blend seamlessly with its AI-driven search experience. Launched in late last year, the platform operates on a CPM model and emphasises brand visibility over direct conversions. Features like "Buy with Pro" allow users to purchase directly from search results, streamlining the buying journey. While advertisers currently have limited control over ad messaging, Perplexity’s context-based targeting presents a promising new channel for e-commerce brands.

With the rising popularity in the usage of platforms like ChatGPT, Gemini and the like, the introduction of ads into these platforms provides new opportunities for brands. It introduces a new way to reach highly engaged users through contextually relevant placements, potentially increasing brand awareness and influencing early-stage purchase decisions. However, the current lack of control over ad content and the focus on impressions rather than performance metrics like clicks or conversions, may limit effectiveness for advertisers focused on ROI. As the platform matures and adds more targeting and reporting capabilities, it could become a valuable tool in a broader digital marketing mix.

Netflix turns on programmatic for Aussie ad buyers

Netflix has introduced programmatic guaranteed advertising in Australia, enabling local advertisers to purchase ad inventory through platforms like Google’s Display & Video 360 (DV360) and The Trade Desk. This rollout follows similar launches in the US and several European countries. Advertisers can now target audiences based on genre, geography, and device, with options for standard pre-roll, 30-second, and 60-second ad slots. Netflix also offers proprietary first-party data and brand safety features to enhance targeting and campaign control. 

This development opens up a premium streaming environment to reach cost-conscious viewers, especially as Netflix's ad-supported tier becomes more prevalent. With over half of new sign-ups opting for the ad-supported plan, advertisers have the opportunity to engage a growing audience segment. The programmatic approach allows for more efficient and targeted campaigns, aligning with broader strategies. 

Introducing AI Max for Search Campaigns

Google has launched AI Max for Search campaigns, a new set of AI-powered tools that go beyond traditional keyword targeting. It uses broad match and key wordless AI to find high-performing queries, dynamically tailor ad copy, and guide users to relevant landing pages.

AI Max offers a way to improve reach and performance by uncovering untapped search terms. Google's AI will learn from your current keywords, creative assets and URLs to help you show up on more relevant searches. With the recent announcement of in-depth reporting across both Search and Performance Max formally announced at Google Marketing Live 2025, this helps to provide a level of transparency as more platforms are leaning into AI-based optimisation models.