The DL: The way people search for information is changing, and Gen Z is leading the shift.

Instead of turning to Google, they’re searching on TikTok, Instagram, YouTube, Reddit, and Discord for everything from product recommendations to restaurant reviews and how-to guides. This isn’t just a trend – it’s a fundamental shift in digital discovery.

For years, Google dominated search.

For Gen X and early millennials, “googling” was synonymous with searching. But Gen Z searches differently – they don’t use “google” as a verb in the same way, and it’s reshaping how brands approach discoverability. Gen Z “googles” 25% less than Gen X, turning instead to social platforms where search is more visual, trend-driven, and real-time.

Read More: Search Engine Land

The DL: Social media remains the dominant source for consumers keeping up with trends, with 90% relying on it for cultural moments. The average U.S. user spends 1 hour and 27 minutes daily on social platforms, with Facebook, Instagram, and TikTok leading in user base. For marketers, maintaining a strong social presence is key to staying relevant—leveraging influencer partnerships and reactive content can also help brands engage effectively in real-time cultural conversations.

Read More: EMarketer

DL: Media buyers are showing a lukewarm response to alternative identifiers (alt-IDs) for audience targeting and measurement, even with the phase-out of third-party cookies on the horizon. Although the ad tech industry has developed several replacements for cookies, the lack of a firm deadline from Google for the cookie cutoff has reduced the urgency to adopt these alternatives. While alt-IDs are used in most cookie-less bid transactions, buyers and advertisers aren't fully embracing them. Many still prefer cookies when possible or are using other methods like retail media networks and contextual targeting. Ultimately, marketers prioritize performance over specific targeting and measurement methods.

Read More: DigiDay