The Friday Five: Google’s $425m fine, Apple set to launch AI-powered search engine, and Instagram tests new feature

Hello and welcome to this week’s edition of The Friday Five: Your quick roundup of the biggest digital marketing updates you need to know.

We’re breaking down the top five stories from the past week, including Google’s $425m fine, why Instagram is testing Picture-in-picture for Reels, and why Apple’s AI-Powered search will matter for marketers.

As well as this, we will also take a closer look at Meta is expanding Incremental Attribution and why Google won’t be ‘broken up’ amid the monopoly case.

For each story, we’ve outlined what it means for you and how to turn these updates into opportunities for growth and competitive advantage.

Let’s get started…

1. Google fined $425M over privacy breach

Google has been ordered by a US federal court to pay $425 million for violating user privacy. The lawsuit was filed in July 2020, and accused Google of continuing to collect user data even after users disabled the ‘Web & App Activity’ tracking feature in their accounts. 

The lawsuit argued that Google harvested data across hundreds of apps like Uber, Amazon, and Instagram. The jury found Google liable for two of three privacy violation claims but determined the company had not acted with malice. Google plans to appeal, stating its tools honor user privacy settings. 

What this means for you: Marketers may face reduced access to granular user data, especially from Google platforms, due to increasing privacy enforcement. Targeting strategies will likely shift toward contextual and consent-based methods, and reliance on third-party data may continue to decline.

Learn more about this story here

2. Instagram tests Picture-in-Picture for Reels: A new way to boost engagement

Instagram has begun live testing a picture-in-picture (PiP) feature for Reels, allowing users to watch videos while using other apps or performing other tasks on their devices. 

First hinted at by Instagram head Adam Mosseri in March, the PiP option is now being trialed with a small group of users. 

A new toggle for PiP has appeared in Instagram's playback settings, signaling broader rollout may be near.

What this means for you: Instagram’s PiP for Reels boosts multitasking and could increase content watch time. Marketers should focus on creating engaging, longer Reels that users are willing to let play in the background. This may also expand reach, as users stay connected to content longer, improving overall engagement.

Learn more about this story here

3. Why Apple’s AI-powered search will matter for marketers

Apple is set to launch its own AI-powered search engine in 2026, according to Bloomberg. 

This new system will be integrated into a major overhaul of Siri, aiming to transform it into an ‘answer engine’ similar to Google’s AI Overviews, ChatGPT, and Perplexity. 

The engine will deliver multimodal responses; blending text, images, video, and local content to user queries. Beyond Siri, the AI search will also expand into Safari and Spotlight, giving Apple a broader presence in the search ecosystem. 

What this means for you: 

Apple’s AI search engine may disrupt traditional SEO. Brands will need to optimise for AI summaries, not just Google rankings. Visibility will depend on whether Apple’s LLMs surface and accurately represent content in voice and visual search, across Siri, Safari, and Spotlight, making AI-friendly content a priority. 

Learn more about this story here

4. Meta expands Incremental Attribution

Meta has expanded its incremental attribution tracking for ads, offering advertisers deeper insights into how their campaigns drive conversions beyond traditional rules-based attribution. 

Incremental attribution uses AI and machine learning to predict whether a conversion was caused by an ad, even if user behavior doesn't follow a linear path.

Although initially launched in August 2023, Meta has now updated its documentation and seems to be rolling it out more widely. 

What this means for you: Meta’s incremental attribution offers a smarter way to measure ad impact, especially in complex customer journeys. It helps advertisers understand true performance beyond basic click or view metrics.

Learn more about this story here

5. Google keeps Chrome and Android but must share search data in Monopoly Case

U.S. District Judge Amit Mehta has ruled on the actions in Google’s monopoly case, deciding not to break up the company or force divestitures of Chrome, Android, or its ad business. 

Google is barred from exclusive search distribution deals and must share specific search index and user interaction data (excluding ad data) with ‘Qualified Competitors.’ 

Google responded with concern about the impact on user privacy and defended its position on competition in search. 

What this means for you: 

Google won’t be broken up, but competitors may gain access to valuable search data, potentially reshaping SEO and digital marketing dynamics. Marketers and brands should monitor how this affects visibility across platforms.

Learn more about this story here

We hope you enjoyed this week’s Friday Five. If you're unsure of or need expert guidance on implementing any of the updates mentioned, we’re here to help.

Get in touch with our expert team to discuss how we can support your digital marketing and ensure you’re getting the most out of these evolving tools and platforms.

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Have a lovely Friday and an even better weekend! See you next week