This week brings big moves in AI shopping, new ways for brands to communicate inside platforms, a major SEO acquisition, shifting budget priorities, and strong results from local news advertising.
Adobe Inc. to Acquire Semrush Holdings, Inc. for $1.9 billion
Adobe and Semrush have announced a definitive agreement for Adobe to acquire Semrush in an all-cash transaction valued at around 1.9 billion dollars, approximately $12 per share. Semrush will bring its SEO, competitive research and online visibility tools into Adobe’s ecosystem, with the deal expected to close in the first half of 2026. Adobe says the integration will give marketers a more complete view of how people discover brands across search, content and digital touchpoints.
What this means: Adobe is signalling the growing importance of search and AI-assisted discovery, and that brand visibility data is becoming core to the marketing stack. For performance teams, this could mean tighter links between content creation, measurement and optimisation, and a stronger single view of visibility across organic and paid. Agencies like 26PMX are helping clients make sense of these ecosystem changes and building strategies that reflect where discovery is actually happening.
TikTok Launches Bulletin Board Feature for Brand and Creator Broadcasts
TikTok has introduced Bulletin Board, a one-to-many broadcast tool that lets creators and brands share text, images and videos directly with followers in a dedicated feed. The feature, rolling out to accounts with at least 50,000 followers, allows audiences to react but not reply, giving creators a clearer way to communicate updates outside the main algorithmic feed. TikTok is positioning the format as a lightweight channel for announcements and community engagement.
What this means: For marketers, this opens up a format that delivers reach without relying solely on the ‘For You’ feed, giving brands more owned distribution inside TikTok. It supports retention and follow-up messaging, especially for product drops or loyalty-building moments. Agencies can help clients understand how to grow their Bulletin Board audience and weave these broadcasts into a wider funnel strategy that blends paid, creator and organic influence.
Amazon Expands Rufus, Its AI Shopping Assistant, With New Personalised Features
Amazon has rolled out new capabilities for Rufus, its generative AI shopping assistant, enabling it to handle more conversational queries tied to goals, activities or events. The update includes visual search, improved deal alerts, and the ability to interpret handwritten notes, helping users build baskets more efficiently. Amazon says Rufus is now better at connecting product attributes to user intent, such as recommending items for specific occasions or needs.
What this means: Rufus is becoming a more prominent layer in the Amazon shopping journey, shifting discovery from keyword search to intent-led queries. Brands must ensure their product content aligns with these more contextual prompts, with accurate metadata, clear use cases and high-quality imagery. Performance advertisers who adapt quickly will benefit from higher relevance as AI assistants increasingly influence what people see and buy on Amazon.
Advertisers Shift Budgets Toward Brand Building in 2026
ISBA’s 2026 Media Budgets Survey shows that 37% of UK advertisers plan to increase their investment in brand activity, compared with 14% who plan to increase performance spend. The study gathered responses from 518 global marketers, including 60 in the UK, and indicates a rising belief that long-term brand strength needs more support in the coming year. The report also highlights growing interest in balancing upper funnel activity with sustained commercial performance.
What this means: Performance marketers should expect more hybrid briefs that blend brand and commercial goals, with growing scrutiny on how channels contribute across the funnel. Agencies that can demonstrate how brand building drives future demand will stand out, especially where budgets shift away from pure direct response. This also means testing, attribution and creative development must work together more tightly to serve both long and short-term objectives.
Jack Dorsey Backs Divine, a Vine Reboot That Includes the Original Video Archive
Jack Dorsey is funding diVine, a reboot of Vine that will bring back the short-form looping video platform, along with access to Vine’s original video archive. The project is led by Original Projects, the team behind Byte, and aims to revive the six-second looping format that helped launch early creator careers. diVine will allow users to view historic Vine content inside the new app, a move that leans into nostalgia while reintroducing the format for a new audience.
What this means: Short-form video continues to fragment across platforms, and diVine could reintroduce a format that once shaped creator culture. Although in its early days, this may create new pockets of attention that brands and creators could tap into if the platform gains traction. Performance teams should keep an eye on whether diVine becomes a viable placement or partnership environment, particularly if the Vine archive sparks renewed interest and early creator migration.
Local Online News Sites Outperform Other Media for Ad Impact
A new study from Reach plc and PA Consulting found that ads on trusted local online news sites outperform other media channels across several key measures. The research showed increases in trust at +26%, reassurance at +41 %, connection at +26 %, loyalty at +8%, and purchase intent at +6 %. The findings suggest that local journalism environments create stronger emotional and behavioural responses to advertising.
What this means: Local news offers a channel where context and trust significantly amplify effectiveness, making it a credible option for both mid-funnel and lower-funnel activity. Performance teams can use this to diversify channel mixes, particularly for brands facing rising costs or diminishing returns on social. With the right creative and targeting, local news placements can add a quality layer that boosts conversions and strengthens regional strategies.
That’s a wrap for this week.
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