January 22, 2026: Key Developments in Search and Advertising

OpenAI’s New Ad Model for ChatGPT

OpenAI shifts its advertising strategy for ChatGPT to an impression-based model, moving away from the traditional cost-per-click (CPC) approach. This method allows OpenAI to monetize ads based on views rather than user interactions, allowing for higher revenue potential in chat environments. The decision reflects a trend where user engagement metrics become less relevant as platforms adapt to newer content consumption methods. Advertisers now face a pay-per-impression model, which complicates ROI calculations.

The implications for marketers are significant. This change may lead to inflated ad costs without guaranteed engagement, pushing advertisers to rethink their strategies for measuring effectiveness. As AI platforms grow, expect more ad models that prioritize visibility over interaction.

For more details, refer to this article.

Apple’s Siri Upgrades

Apple plans to roll out two versions of Siri, with the first arriving in iOS 26.4 and the second in iOS 27. The integration of Google Gemini aims to enhance Siri’s capabilities, positioning it against competitors like ChatGPT. This move indicates Apple’s commitment to maintaining relevance in the rapidly evolving AI chatbot space.

Additionally, rumors of an AI wearable pin set for 2027 may indicate Apple’s long-term strategy to embed AI further into its product ecosystem. However, the effectiveness of these updates hinges on actual user adoption and satisfaction, which remains to be seen.

Learn more about this development from this source.

Google’s New Features and Policy Changes

Google has introduced a new bot, named Google Messages, designed to generate link previews in chat contexts. This feature aims to enhance user experience but raises questions about data privacy and the impact on how content is shared across platforms.

In addition, Google has updated its Ads policies, particularly regarding call and messaging ads. Advertisers must now agree to new terms to continue using these features, adding another layer of complexity to ad management. These changes reflect a broader trend of tightening control over advertising practices as Google seeks to optimize revenue streams.

For further insights, check out this report.

Recipe Search Results: A Shift Towards Publisher-Friendliness

Google’s updates to recipe search results aim to address previous criticisms related to ‘Frankenstein recipes’—a term used to describe the algorithm’s tendency to merge content from multiple sources, harming original publishers’ traffic. The recent adjustments signal an awareness of the importance of protecting content creators and may improve the visibility of original recipes in search results.

This move could lead to a more equitable distribution of traffic among publishers, although the effectiveness of these changes will depend on ongoing algorithm adjustments and the response from content creators.

Details can be found in this article.

In the next 6 to 12 months, expect continued shifts in ad models and search algorithms as companies adapt to the changing digital landscape. The focus will likely remain on monetization strategies that prioritize visibility, and platforms will increasingly cater to both user experience and advertiser demands.