Shared ads are being phased out, and Google launches a Discord server for ads developers

Ironically, shared ads are going solo: Google is phasing out shared ads in the Ads API.

Starting October 15, you won’t be able to create ads linked across multiple ad groups.

And by early 2026, shared ads will stop serving entirely.

Instead, you may want to stick with Google’s asset-based formats—the dynamic combinations of headlines and descriptions replace static, reusable ads.

The transition’s a big one: You’ll need to audit your current setup, rewrite ad creation logic, and prepare for fresh ads in each ad group. We’re getting tired just thinking about it.

Oh, and performance history won’t carry over, so make sure to export your legacy stats before migrating.

To help smooth the process, Google’s Ads and Analytics team just launched a new Discord server.

It’s a hub for developers working with Ads, Analytics, AdMob, and Ad Manager APIs, so if you or your devs want real-time feedback, product updates, upcoming events, check it out.

There’s a serious AI slop problem. YouTube plans to fix it.

If you’ve scrolled YouTube lately, you’ve probably noticed the slop.

YouTube has, too: Starting July 15, the platform is tightening its monetization policies to address the growing flood of low-quality, AI-generated content.

How? YouTube plans to update the Partner Program (YPP) so it’s clearer which types of content are considered “inauthentic”—i.e., ineligible for ad revenue.

While the exact wording hasn’t been released, YouTube says the update is more of a clarification than a change in policy.

According to YouTube’s creator liaison Rene Ritchie, spammy, low-value videos featuring AI voiceovers or repurposed visuals are already barred from monetization, which is good.

But some AI-made content has already gained millions of views, and… well, it’s hard to put toothpaste back in the tube.

Hopefully with clearer rules in place, YouTube can crack down on the AI content eroding its credibility and ad ecosystem, and clear some noise around your genuine content.

We’re not holding our breath, though…

Why Brand SEO matters now more than ever

Back in the day, SEOs didn’t care much for branding… if they thought about it at all.

The real prize was non-branded keywords.

But with the rise of zero-click search and AI Overviews (AIOs), the game has changed. And we’re assuming you’d like to keep playing?

If your brand isn’t clearly understood by search engines and LLMs, you’re at risk of vanishing altogether. So Despina Gavoyannis would like to welcome you to brand SEO.

Brand SEO is about how you show up in Search.

It’s about making sure your brand is clearly defined, consistently presented, and accurately represented in places like Google, ChatGPT, Reddit, and basically everywhere else.

This matters more than ever because AI tools increasingly rely on brand signals to determine visibility.

In AIOs, the most visible brands are the ones with the most mentions, branded searches, and contextual authority.

Think of your brand as an entity in a web of connected topics, much like Lucasfilm connects to Star Wars, sci-fi, and Harrison Ford.

If your brand’s entity graph is sparse or full of misinformation, AI won’t know how to talk about you, or worse, it will make things up. Slander!

So how do you get this right? Start with these essentials:

1) Define your brand clearly. Map out who you help, what you do, where you operate, why you exist, and how you’re different. Build landing pages that reflect these pillars and reinforce your identity.

2) Audit your presence. Check your website, business listings, and social profiles for inconsistent names, messages, or contact details. You can use tools to spot misinformation, weak sentiment, and visibility gaps.

3) Know what your audience searches for and where. Use keyword tools to find topics and features that matter. Then explore where those conversations are happening and make sure your brand shows up there.

4) Compare yourself to competitors. Look at how your brand stacks up in branded SERPs and AI summaries. Are competitors hijacking your name or associated keywords? If so, clean that up and reclaim that real estate.

Traditional SEO tactics alone won’t cut the AI mustard.

Brands with strong signals, clear identities, and consistent online presence will win visibility… everywhere.

Imposter syndrome is real

In fact, it’s the best-kept secret in marketing.

A lot of your peers experience this feeling on a daily basis. It is also why there’s a high level of burnout in marketing.

Even the C-suite executives feel it:

According to the data, imposter syndrome is a near-universal experience across gender and seniority.

It’s not just a junior problem, either:

• 82% of Senior Managers have experienced it.
• Even CMOs and VPs, the ones who “made it,” aren’t immune. 77.8% admit they’ve felt like they don’t belong.
• Among Junior Managers and Assistants, the rate is 78.7%.

The bad—or comforting—news? As you progress, the imposter syndrome doesn’t diminish.

Probably because it’s related to the immense pressure of being a marketer. The constant feeling of having to validate your work gets more important as you rise through the ranks.

Even if you’re doing well, there’s always a chance that a wave of layoffs will have you crash on an unemployment rock.

Or that another department might take credit.

Not only that, you’re often the first to take criticism.

And there’s also the expectation to know everything about different channels, KPIs, and how to handle a bunch of martech tools.

This all leads to the feeling of not doing enough, even when you’re doing plenty.

What you can do: Normalize the feeling. If four out of five people are quietly doubting themselves, you’re definitely not the odd one out.

If you’re a leader, talk about it openly and create psychological safety for others. Support others by giving them trust and autonomy. Sounds easy… can you do it?