What happened
Google is advancing on two fronts: implementing the UK CMA-mandated search opt-out for publishers while enhancing AI Overviews to make opting out less appealing. Publishers are awaiting click data, required by December 3 for UK publishers, to assess whether AI features drive traffic. Google has shared impression data but not click data, leaving publishers uncertain. Enhanced AI features now show links more prominently, which may increase visibility but also make opt-out decisions harder. Publishers like Daily Mail and The Economist are evaluating the controls carefully, weighing traffic benefits against loss of control. The PPA is appealing to the CMA to unbundle controls for feature-level opt-outs.
Key facts & figures
- ·Google is implementing a CMA-mandated search opt-out control, available globally since August 31.
- ·Click data for UK publishers is required by December 3, but Google has not confirmed global availability.
- ·Google has shared impression data but withheld click data, which publishers need to assess AI feature value.
- ·Google updated AI Overviews to show links more prominently and added article carousels.
- ·The PPA is appealing to the CMA to unbundle opt-out controls to allow feature-level exclusions.
Key questions for investors and operators
When evaluating transactions, technology stacks, or commercial partnerships in this space, we recommend looking closely at three questions:
Companies & platforms involved
Google is implementing the CMA-mandated opt-out and enhancing AI Overviews.
Candr Media owns Trusted Reviews, whose CEO commented on click data.
Daily Mail's director of ecommerce discussed the CMA controls.
The Economist Group's VP of generative AI commented on testing the controls.
Reuters' digital lead commented on slow decision-making due to lack of click data.