Getting Granular

The Click Brief Podcast: October 2025

Episode Summary

Jeremy Packee and Emily Anderson break down October’s biggest shifts in AI-driven browsing, search, and paid media. From OpenAI’s new ChatGPT Atlas browser and Google’s conversational shopping tools to Amazon’s top-of-search “reserve share of voice” and Meta’s Q5-ready lead gen upgrades, this episode is packed with actionable insight for smarter planning heading into 2025. They also cover the sunset of Google’s call-only ads, Perplexity’s free AI browser, TikTok’s new attribution analytics, and Meta’s growing AI assistant suite. Follow The Click Brief for fast, no-fluff performance marketing updates every month.

Episode Notes

October brought a wave of AI-driven browser launches, shopping enhancements, and ad platform updates, and Jeremy and Emily are here to break down what matters most. In this episode of The Click Brief, they cover OpenAI’s new ChatGPT Atlas browser, Google’s visual and conversational shopping experience, Amazon’s top-of-search reserve share of voice, TikTok’s attribution improvements, and Meta’s major Q5 lead gen upgrades. They also hit Perplexity’s new free browser, Meta’s EU ad-free subscription tests, and the official sunset timeline for Google call-only ads. This episode is your October cheat sheet for staying ahead in AI-assisted search and performance media.

Top Takeaways

• OpenAI ChatGPT Atlas Browser:
  A new Chromium-based browser with ChatGPT built directly into the interface. Agent Mode allows ChatGPT to take actions across pages like clicking links, filling out forms, and comparing products. Optional browser memories save past preferences and searches. Imports bookmarks, history, and passwords for fast setup. Windows version expected in 2026.
• Gemini in Chrome + Perplexity Comet Browser:
  Google adds Gemini tools directly inside Chrome for AI-assisted searching and task completion. Perplexity makes its Comet browser free, offering source-backed answers and agentic research features. All three AI browsers (Atlas, Gemini, Perplexity) are becoming interchangeable—worth testing to compare how each interprets queries and results.
• Google AI Mode Adds Visual + Conversational Shopping:
  Search using text and images, refine results with follow-up prompts, and browse product feeds powered by the Shopping Graph. Behaves like a customizable mood board for apparel, décor, and lifestyle shopping. Highlights the importance of accurate Merchant Center titles, attributes, and updated product imagery.
• Google Sunsetting Call-Only Ads:
  Advertisers can no longer create call-only ads after February 26. Existing call-only ads will fully stop serving in 2027. Encourages deeper reliance on call extensions, strong landing pages, and chat tools for conversion paths. Affects industries like legal and services that heavily used call-first funnels.
• Amazon Reserve Share of Voice for Sponsored Brands:
  Allows brands to lock in top-of-search Sponsored Brand placements for branded keywords at a fixed upfront cost. Pricing is shown instantly based on keywords and date range. A strong option for brands defending category leadership and preventing competitors from overtaking branded queries.
• Meta Q5 Lead Gen Upgrades:
  Adds email and phone verification tools to reduce accidental submissions and improve lead quality. Simplifies CAPI and CRM connections. Introduces better nurturing workflows directly within Meta lead ads. A meaningful upgrade for advertisers struggling with low-intent or auto-filled leads.
• Meta Ad-Free Subscription Tests (EU + UK):
  Meta begins testing paid, ad-free versions of Facebook and Instagram in Europe. No impact in the US yet, but important to monitor as platforms explore non-ad revenue models.
• Meta Business AI Tools:
  Sales Concierge: AI agent that answers product questions and guides purchases across Messenger, Instagram DMs, and WhatsApp.
  AI Business Assistant: Helps identify delivery issues, explains learning phases or disapprovals, suggests targeting/budget changes, and drafts creative inside Ads Manager.
• Amazon Branded Search Measurement:
  New insights include branded searches, branded searches from views/clicks, branded search rate, and cost per branded search. Provides better visibility into how top-of-funnel activity increases branded demand.
• TikTok Attribution Analytics:
  Adds a dedicated view to compare CPA and conversions across click and view attribution windows. Useful for aligning ad measurement with real buying cycles. TikTok also launches new travel-focused ad formats to meet growing travel planning behavior on-platform.
• Snapchat + WordPress Catalog Sync:
  New integration allows automatic syncing of product data between WordPress stores and Snapchat catalogs. Reduce setup time, but verify product data accuracy before publishing ads.

Jeremy’s Tip:
AI-mode shopping is only as strong as your product data. Keep Merchant Center images, titles, and attributes updated so Google can match user intent more accurately.

Emily’s Tip:
Turn on Meta’s lead verification features. Cleaner leads reduce time wasted on low-intent submissions and strengthen Q5 performance.

Follow The Click Brief for fast, no-fluff performance marketing updates.

Visit The Click Brief blog for more in-depth analysis and updates from October.