After the ripples of AI in June, Google’s new AI mode finally broke land in the UK in July. But perhaps this month’s biggest news did not come from the platforms or Google, but originated with a change in UK law: the Online Safety Act. The knock on effect of users wanting to dodge the online age verification process has meant the rise of VPN usage, skewing location based performance. Among these changes and the rest that came in July, the forensic skills of Dark Horse can ensure you still know what’s happening to your performance.
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SEO
1. AI mode launched in the UK
Google’s new AI Mode has reached the UK shores, powered by the Gemini 2.5 AI model. Available to all US users since May, AI Mode creates a completely different search experience to the traditional Google search interface. This isn’t replacing the default, but may become the preferred method of search for some users. Time will tell.
This is another push towards zero-click search. The introduction of AI Overviews and AI Mode has led to reduced click-through-rates for websites in all verticals, especially for informational queries. Website owners and their SEO agencies need to focus on improving the authority of their websites to increase visibility and make every click count.
Source: Search Engine Land
2. The latest algorithm update has come to an end
Google’s June Core Algorithm Update that began on June 30th wound up on July 17th. The update saw industry volatility sensors heat up significantly, reporting the largest core update that has happened in a while.
Every core update is full of winners and losers, but the industry saw that certain websites impacted by the September 2023 helpful content update, previous reviews updates and other core updates saw recoveries after this round. Website owners should take time to assess the impact of the update on their organic visibility now that the dust has settled.
Source: Search Engine Journal
3. Google’s MUVERA update has landed
Google released a new update to its search core – Multi-Vector Retrieval via Fixed Dimensional Encodings (MUVERA). This was released alongside the June Core Algorithm Update, marking a significant technological advancement that fundamentally changes how Google understands and retrieves content. Read: how it ranks websites for search queries has changed too.
More than ever, content being published on websites has to have a purpose. Websites need to answer the full spectrum of a user’s query, rather than targeting keyword intent at a surface level. E-E-A-T, clear content structuring, and quality of content are paramount to ensuring organic performance.
Source: Google Research
4. Google have released the Google Trends API
The alpha version of the Google Trends API has been announced. This gives developers and website owners access to data from the Google Trends platform, opening the doors to gaining new insights on user interests across different topics.
This will help website owners to programmatically access real-time and historical search interest data. That means the power to identify niche interests, seasonal search patterns, and highly relevant trending topics. Used correctly, this data can be used for proactive content creation and deeper insights into audience behaviour.
Source: Google Search Central
PPC
1. Demand Gen replaces Video Action Campaigns
Google has auto-upgraded all Video Action Campaigns into Demand Gen, folding them into a broader, multi-surface format across YouTube, Discover, and Gmail. It now supports both image and video creatives and claims to drive 20% more conversions at the same CPA.
This isn’t a creative breakthrough, but it does streamline things. More placements, less effort.
Source: Search Engine Land
2. Amazon leaves Google Shopping
Amazon officially exited Google Shopping Ads in July. It’s no longer bidding on Shopping placements, shifting the competitive landscape for eCommerce brands.
For advertisers, one less heavyweight in the auction could open up cheaper CPCs and more room to move. But without Amazon’s spend, Google may bump prices to compensate, so keep an eye on your costs.
Source: Search Engine Land
3. Smart Bidding Exploration rolls out for tROAS
Smart Bidding Exploration has rolled out to tROAS campaigns. It’s a new setting that lets Google stretch past rigid ROAS limits to find extra conversions, without completely ignoring your targets.
For brands in tight-margin spaces, this could be a path to scalable growth without having to reinvent every bid strategy.
Source: Search Engine Land
4. Microsoft adds lifetime budgets to Audience Ads
You can now apply lifetime budgets to Microsoft Audience Ads, up to 365 days. Once the budget runs out, the campaign ends – no toggles, no surprises.
It’s a simple change, but useful for evergreen remarketing or longer-term PPC campaigns.
Source: Search Engine Land
5. Microsoft Rolls out improved asset approvals & app controls
Microsoft has rolled out two useful updates in July:
• Assets can now be disapproved individually, not at ad level
• You can exclude specific mobile apps from Audience Ads placements
These give you more precision and fewer headaches. If one headline’s off, the whole ad isn’t pulled. And app exclusions mean you can dodge junk placements in low-quality mobile games.
Source: Search Engine Land
DPR
1. Buzzstream ListIQ brings AI into media lists
Buzzstream has launched ListIQ, an AI-powered media list research platform that takes the guesswork and manual scrolling out of media list creation. AI has been gradually employed more and more in the DPR space to create eye-catching subject lines and content, but is now shaving time off of one of the most manual admin tasks.
Crawling through Google News and amending search criteria in your chosen media database is one of digital PR‘s greatest time sinks. Implementing AI to do the legwork can shave hours off of outreaching, without missing the people you need to get your story in front of.
Source: Buzzstream ListIQ
2. Fortune and Informa Techtarget each cut 10% of workforce
Journalism job cuts have surged in 2025, with over 900 roles lost by July across major UK and US publishers, according to Press Gazette. Notable recent layoffs include Fortune, Informa Techtarget, Reach plc, and Business Insider, all restructuring amid ongoing financial pressures and digital disruption. For digital PR professionals, the shift underscores the need for sharper, more targeted pitching as leaner newsrooms prioritise relevance, exclusivity, and digital-first content.
With newsrooms under pressure, only the most timely, relevant, and well-packaged stories will cut through – making strategic, value-led PR more important than ever for brand visibility and media impact.
Source: Press Gazette
3. Concerns over ONS accuracy
A major review into the Office for National Statistics (ONS) has highlighted serious issues with its leadership, performance, and the reliability of key data outputs. In response, the government is splitting the roles of National Statistician and ONS Chief Executive, launching new leadership recruitment, and pledging reforms to improve how core economic and labour market data is collected and communicated.
For digital PRs, ONS data is a key foundation for data-led campaigns, media angles, and reactive content. If public trust in that data is shaken, or the stats themselves are revised, it can impact the credibility and cut-through of campaigns. As the ONS reforms unfold, digital marketers should be cautious about using legacy datasets and focus on transparency in how data is sourced, especially when pitching to the press or building trend-led stories.
4. The White House co-opts the Jet2Holidays trend
The cheerful audio from Jet2Holiday’s TikTok‑famous ad, featuring voice actor Zoë Lister and Jess Glynne’s “Hold My Hand”, has unexpectedly become political. In late July 2025, the official White House X/Instagram account repurposed the sound over footage of ICE deportations, captioned, “when ICE books you a one‑way Jet2 holiday to deportation. Nothing beats it!” Both Glynne and Lister publicly condemned its use for political messaging, calling it hateful and misaligned with the original campaign tone.
This case is a striking example of memes spiralling beyond original branding, inadvertently associating brands and creatives with political or social issues. While the meme initially drove organic mentions and consumer engagement, its unexpected political repurposing caused backlash and triggered brand and talent objections. For digital PR professionals, it underscores the importance of narrative control, proactive brand monitoring, and readiness to respond when a meme or campaign takes on unintended meanings.
Source: Tech Advisor
Paid Social
1. Age verification launches in the UK
The UK’s new Online Safety Act came into force at the end of July, a bill which requires online platforms to verify age verification for users to view content suitable for adults. This has been followed by a surge in VPN usage and downloads, as people try to circumnavigate the requirements.
For brands, this means an uptick in traffic from traffic from other countries, even when campaigns are designed to target UK consumers.
Source: BBC News
2. Reddit rolls out autobidding to brand awareness campaigns
Reddit’s rollout of automated bidding for Brand Awareness & Reach is a significant step forward in making upper-funnel campaigns more scalable and less labour-intensive.
With new options like Lowest Cost and Cost Cap, advertisers now have greater flexibility to optimise delivery and drive impressions without constant bid tweaking. Early results – like a 16% drop in CPM and a 17% lift in impressions – are promising, especially for brands tapping into Reddit’s high-intent, community-driven audience. This is a welcome move that aligns Reddit more closely with other major platforms in terms of efficiency and automation.
Source: Reddit
3. US spin off for TikTok supposedly in the works
After Trump’s 90 day extension to the TikTok ban in June, there are reports that the company is working on a US only version of the app, with a planned launch date of September 5th.
There are still a lot of unknowns on the plans, but advertisers can expect to see an impact on audience targeting, ad delivery and data continuity. If this goes ahead and the original TikTok is no longer available to US users, we can expect to see some user attrition as US citizens don’t use the new version, reducing audience sizes.
Source: Search Engine Land
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