Google Ads is becoming more automated, but also more transparent.
On September 23, 2026, Google announced new AI Max reporting that brings the search term, creative assets and landing page into one view. For teams already spending meaningful budget on Google and Meta, that is useful progress. It also raises a bigger question: once the core channels are mature, where does the next source of incremental performance come from?
More automation can improve an existing channel. It does not automatically diversify where demand is captured. Mature advertisers should keep scaling Google and Meta when the economics work, while testing additional channels separately when they need incremental reach.
On September 22, Taboola launched Realize ID for its Realize performance platform. Taboola says it is designed to identify high-intent users across fragmented open-web journeys. The company reported up to a 2.4x improvement in conversion efficiency in early use; that is a company-reported result, not a guaranteed advertiser outcome.
Taboola, Outbrain and other open-web platforms can sit alongside Search and Social. Judge them on incremental business outcomes, not cheaper clicks alone.
Evaluating Taboola? See our Taboola Agency Account Access. For Outbrain, review Outbrain Agency Account Access. You can also read when to test native ads alongside Meta and Google.
Google becoming more AI-driven is not a reason to leave Google. It is a reason to strengthen the core channel while asking a separate question: what is our next source of incremental customers?
If your team already spends on Google or Meta and is evaluating additional media access, talk to YC Global Tech on WhatsApp.