Stefano Orlando

Google Delays Third-Party Cookie Phase-Out (Again) ⏳ Privacy vs. Profit continues... Google has delayed the deprecation of third-party cookies in Chrome—again. Now projected for late 2025. 📉 Why it matters: Advertisers still rely heavily on third-party data Publishers face uncertainty in revenue models Privacy advocates push for faster reform 🔄 While the clock ticks, zero-party data and contextual targeting should be at the top of your 2025 strategy. 📣 Don’t wait for the cookie to crumble. Start adapting now. #MarketingNews #PrivacyFirst #AdTech #GoogleAds

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How SNOCKS scaled 25x revenue while increasing profit per customer every single year. Most eCom brands see conversion rates DROP when scaling to new audiences SNOCKS did the opposite  → €2M to €50M revenue while revenue per user increased from €2.01 to €4.99. The secret?  350+ systematic A/B tests using behavioral psychology (not guesswork). Result: €13M+ attributed directly to our optimization efforts. See exactly how we did it in the carousel below. Swipe through to see the exact tests we implemented for them 👇

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Yesterday’s search funnel was simple: Google search → click → website (h/t Marcus Tober) Today, that funnel often ends inside an AI-generated answer: • No clicks • No visits • No second chance to influence If your brand isn’t visible inside LLMs like ChatGPT or Perplexity — you’re invisible to the next generation of buyers #Semrush Enterprise AIO allows you to: • Monitor where (and how) your brand shows up across AI platforms (both AI Search Engines and LLMs) • Understand sentiment, visibility, and competitor positioning • Identify exactly which products and topics AI associates with your brand • Influence the sources that AI models trust This is AI-era brand visibility. This isn’t SEO but if SEOs take the lead, you can become strategic practitioners within the marketing function. Link in comments to sign up to Semrush Enterprise AIO Open Beta

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Google’s AI Mode is quietly rewriting how B2B visibility works. Kevin Indig’s new usability study of AI Mode (link to the Growth Memo edition in comments) confirms what many of us suspected. ‼️ User behavior has shifted far more radically than most brands realize. • 88% of users focus on the AI-generated text first. • Clicks to external sites are close to zero in informational queries. • Inline links (within the text) outperform citation icons by 27%. • And the single strongest influence on what users trust or buy? Brand familiarity. This matters because in B2B tech, we’ve built visibility frameworks on a model that’s disappearing, where organic search drove discovery, evaluation, and conversion through content journeys. In AI Mode, those journeys now happen inside the SERP. Your content may never get the click. Your brand will. That means two strategic shifts for tech marketers: 1. From keywords to entities.        AI Mode surfaces “trusted sources,” not optimized pages. If your brand isn’t seen as authoritative in its category, you’re not even in the conversation.    E-E-A-T signals and entity consolidation are becoming the real distribution levers.     2. From traffic to trust.        Measuring success by CTR or sessions will soon look archaic. The new KPI is in-SERP visibility, how often your brand appears (and is quoted) inside AI Mode responses. Think of it as brand-level share of voice across machine-generated outputs.     The takeaway for B2B growth leaders is uncomfortable but clear: ‼️ Stop fighting for page-one rankings that no longer drive the behavior you’re optimizing for. Start investing in the brand authority that determines whether AI Mode quotes, cites, or ignores you. AI Mode kills weak brands. Don't be that brand.

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You can now publish ads on Threads! 🧵 Starting today, all eligible advertisers globally will be able to extend existing Meta ad campaigns seamlessly to Threads.   Threads now has over 320 million monthly active users, and three out of four people on Threads follow at least one business.   This new placement—Threads feed—will be on by default for new campaigns using either Advantage+ or Manual Placements. Advertisers have the option to opt out of Threads feed via Manual Placements.   These ads will be delivered in select markets at launch and will roll out to additional markets soon.

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