In this week’s digital news to watch, Google launches Asset Studio in Google Ads, bringing AI-driven creative production in-house. Amazon DSP will now let brands buy Netflix inventory programmatically, boosting both streaming and CTV options. Meta is rolling out Reels trending ads and expanding Threads monetisation. Looking ahead, Ad Age predicts creators will surpass legacy media by 2030. And while users test AI Overviews, trust and clicks still live in the blue links, with search bias reinforcing the need for brand authority.
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Google launches Asset Studio for ad creative production
Google launches Asset Studio, an AI-driven creative platform within Google Ads. The tool enables advertisers to generate, edit and scale images and video without third-party software, signalling Google’s shift from a media buying service to a full creative production hub.
Asset Studio combines Imagen 4 for high-resolution image creation and Veo for dynamic video generation, supporting varied aspect ratios and advertising formats. Advertisers can upload product photos and apply text prompts to create lifestyle imagery, use bulk editing for up to 100 images, and maintain brand consistency through style references.
Collaborative features include shareable links for approvals and ad previews across Search, Display, YouTube and Discovery. Currently in beta, Asset Studio integrates directly into Google Ads, streamlining workflows and reducing production costs. It forms part of Google’s wider AI advertising strategy, aligning with Performance Max campaigns and ongoing AI-powered optimisation and targeting tools.
Meta has new tools for brand and performance goals
Brands using Amazon DSP will be able to directly buy Netflix inventory
Netflix is partnering with Amazon DSP so advertisers using Amazon’s demand-side platform will now be able to buy Netflix’s ad inventory programmatically starting in Q4, in major markets including the U.S., UK, France, Spain, Mexico, Canada, Japan, Brazil, Italy, Germany, and Australia. This move helps Netflix broaden its advertiser base and scale its ad business, while giving brands more flexibility and reach. For Amazon, it strengthens its ad-tech dominance, expanding its reach beyond retail media into streaming and connected TV (CTV), using its established targeting, measurement, and shopper data tools.
Why creators will replace legacy media by 2030
According to Ad Age’s Future of Advertising 2030 report, creators are expected to surpass legacy media as the dominant force in advertising, driven by fragmented media consumption, stronger audience trust, and improved monetisation tools. Unlike traditional TV and print, creators build niche, authentic connections with audiences, making their content more engaging and valuable for brands. Platforms and technology increasingly reward creator-driven content, while legacy media struggles with high costs and slower adaptation. This shift positions creators at the centre of ad spend and cultural influence, though challenges around credibility, misinformation, and sustainability of the creator economy remain. The full report will go online Sept. 22nd.
Trust still lives In blue links
A new study has found that while users may use Google’s AI Overviews for a quick summary, they don’t trust them enough to make significant decisions or transactions. The research, which looked at over 100,000 words of transcription, discovered that users frequently validate information found in AI Overviews by clicking on the traditional “blue links” to trusted brand websites. The article concludes that AI Overviews act as a “preview layer” and that the ultimate conversions happen when users click through to an authoritative site, which they see as more trustworthy.
Bias in search visibility
While it’s often assumed that search engines are neutral, a recent article, along with other research, highlights that biases exist and can significantly impact search visibility. These biases can be a result of AI algorithms and the data they are trained on, and they can influence what users see and how they perceive information. The key points are: Generic login pages can confuse Google’s indexing and hurt a site’s SEO performance. Brand bias can cause search engines to favour established brands, creating a “winner-take-all” effect. User bias means people often trust and click on higher-ranked results, even if they aren’t the best fit. Mitigation involves focusing on building brand authority and optimising content for user intent to manage these biases.
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