17 October 2026 · Digital advertising · Grégory Camus
On 5 October 2026, at Advertising Week New York, TikTok presented Buy Direct, an in-app checkout in one click from the For You feed, Shopping Assistant, a conversational agent that answers on sizing, shipping and stock, and Agentic Leads, an agent that captures and qualifies prospects through conversation. The discovery platform wants to become a transaction platform. The release describes tools that are being built and coming, with no launch date and no list of countries, and no European country is named. What an advertiser can do right now comes down to its own foundations: catalogue, conversion tracking, lead pipeline.
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16 October 2026 · Digital advertising · Grégory Camus
On 6 October 2026, at Advertising Week New York, Meta announced it is beginning to test in Ads Manager an assistant able to plan and create a campaign, generate imagery and text, update targeting or change a budget on a simple instruction, with previews, approvals and controls to choose what the advertiser hands off. No rollout calendar and no list of countries come with the announcement, and Meta publishes no measured gain for these actions. The automation of ad management is moving faster than the control rules most advertisers have in place: those rules are what needs writing now.
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15 October 2026 · SEO & GEO · Grégory Camus
On 13 October 2026, Microsoft added to Bing Webmaster Tools, its free console for site owners, a beta tab called Topics Portfolio in the AI Performance report. It groups by topic the queries where a site is cited in the answers of Copilot, Microsoft's AI assistant, and in Bing's AI summaries, measures the size and the competition of each topic across all sites, and lists opportunity queries where other sites are cited while the site under review is not. It is the first official tool from a search engine that tells a site which questions asked of an AI it is missing from. Bing warns that its figures are approximate and that small sites may see nothing. For a marketing team, the point is to turn that list into a content plan, after sorting it.
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14 October 2026 · SEO & GEO · Grégory Camus
In early October 2026, Google added to its guidance on creating helpful, reliable, people-first content a warning against deceptive authorship information. Fabricating creator profiles, with AI-generated headshots, made-up names or false credentials, is described there as a form of deception that makes a page untrustworthy to users and to its automated quality systems. The subject was already in the guidelines for its human raters; it now enters the public documentation written for site owners. Google announces neither a penalty nor a new ranking system. For a company that runs a blog, the practical question is to check who signs, with which photo and which credentials, before the next publication.
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1 October 2026 · SEO & GEO · Kenza Battache
On 24 September 2026, Google launched its fourth spam update of the year, applying to every country and every language. Its status dashboard announces a rollout of up to two weeks, so a possible end around 8 October, and specifies neither the target nor the scale of the update. As of 1 October, the incident page shows only the launch entry. For a marketing team, the question of the week is how to read a traffic drop during this period without jumping to conclusions and without touching pages that were working. The observations published over the past week give leads, which no data from Google confirms at this stage.
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