Welcome to this week’s 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: See how Google’s cookie decision, Facebook’s referral traffic bump, and Linktree’s new creator tools are changing how publishers and creators earn.
- Growth: Find out how Google’s antitrust ruling, Threads’ ad expansion, and Temu’s pullback are influencing digital ad strategy and spend.
- Future of Commerce: Learn how ChatGPT’s Shopify integration, Amazon’s new Collages feature, and clearer product content are shaping online shopping and discovery.
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💸 Monetization
Cookies Stay, Privacy Uncertain • Google is scrapping its planned third-party cookie consent prompt in Chrome, preserving the status quo for advertisers while raising fresh concerns about Privacy Sandbox’s stalled progress.
- Chrome users won’t see a new cookie prompt, giving ad tech platforms continued access to third-party cookies and maintaining campaign targeting stability in the short term.
- While IP Protection for Incognito mode is still planned, ongoing technical challenges and tepid publisher adoption leave the Privacy Sandbox’s long-term roadmap uncertain.
Facebook Traffic Rebounds • New data shows referral traffic from Facebook to major publisher sites jumped 74% YoY in March, as Meta reopened the taps on political and news-related content.
- In the U.S., Facebook’s share of social traffic grew at 74% of major sites, with publishers like Newsweek, Axios, and The Atlantic seeing gains as Meta eases restrictions on political and news-related content.
- It’s unclear whether all publishers will benefit, but early signs suggest a shift in Meta’s algorithmic stance could renew Facebook’s value as a traffic driver.
Linktree Expands Monetization Tools • Linktree is rolling out new features to help creators earn directly from its platform, including course sales, digital product shops, brand-sponsored links, and affiliate storefronts.
- A partnership with Kajabi allows creators to sell courses, while built-in tools now support direct digital product sales and affiliate commissions from major retailers like Amazon and Target.
- New capabilities like sponsored links, milestone-based “Rewards,” and a unified earnings wallet position Linktree to compete with Patreon and broaden its role in the creator monetization ecosystem.
📈 Growth
Google’s Ad Empire Cracks • A landmark antitrust ruling against Google’s adtech business could spark a transparency revolution – and a major strategic reset for marketers.
- Industry leaders warn this is a wake-up call to stop defaulting to walled gardens and start demanding accountability, smarter measurement, and diversified spend.
- The verdict may force Google to split its ad units, triggering ripple effects across programmatic, ad targeting, and innovation in publisher and partner tools.
Threads Ads Go Global • Meta is officially rolling out ads on Threads worldwide, expanding placement options for brands across its 300M-user platform.
- Threads ads will appear as image-based units within the feed and be included by default for all new campaigns using Advantage+ or manual placements—though advertisers can opt out.
- As part of the rollout, Meta will extend brand safety and suitability controls to Threads and allow consumers to tailor their ad experiences, while marketers gain access to Threads through Meta’s broader inventory filler and Ads Manager tools.
Temu Retreats, Rivals Rise • As tariffs reshape the U.S. ad landscape, Temu’s sudden pullback from paid social creates short-term opportunities and lingering uncertainty for rival advertisers.
- Temu slashed U.S. ad spending across Meta, Google, and TikTok in Q1, with app downloads dropping 40% and its share of Google Shopping impressions falling to zero, signaling a retreat from aggressive market expansion.
- Rival advertisers are seeing softening CPMs and fewer competitors for attention, but tariff-driven supply chain pressures and broader market instability could limit brands’ ability to capitalize on the temporary window.
🚀 Future of Commerce
Shopify Comes to ChatGPT • New code strings suggest OpenAI is prepping a native Shopify checkout flow inside ChatGPT, transforming it into a full-funnel shopping assistant.
- References to “buy_now,” product pricing, ratings, and a “shopify_checkout_url” indicate users may soon complete purchases without leaving the chat, streamlining in-chat commerce.
- The move positions OpenAI to compete with Microsoft’s Copilot Merchant Program and Perplexity’s one-click commerce, while giving Shopify merchants instant access to ChatGPT’s audience – no extra integration required.
Creators, Meet Amazon Collages • Amazon has launched a new “Collages” feature for influencers, letting them design shoppable, image-driven content directly within the Amazon app.
- The in-app tool allows creators to customize product displays using templates, tags, and design elements – streamlining a process that previously required multiple platforms and tools.
- Currently available to a limited user base in the US, the “Buy for Me” feature is being tested with select brands, with plans for future expansion.
Search Frustration Kills Sales • 80% of shoppers abandon online searches due to unclear or incomplete product content, according to new research from Lily AI.
- Confusing product language and vague descriptions are the top barriers to conversion, with two-thirds of consumers saying retailers make it too hard to find what they want.
- Experts recommend blending AI with structured, customer-informed content, like FAQs, reviews, and explainers, to improve search visibility and give shoppers the confidence to convert faster.
