Digital Marketing: latest News from the World – February Part 3
Welcome to our blog, where innovation meets strategy in the dynamic realm of digital marketing! In this post, we’ll examine the latest developments and emerging trends that are transforming the digital landscape. From recent updates in social media algorithms to AI-powered marketing techniques, these changes offer exciting possibilities for brands and marketers.
Get ready to learn how these advancements can revolutionize your campaigns, broaden your reach, and boost your ROI. We’ll analyze the key developments shaping the future of digital marketing, offering detailed insights to help you stay ahead in this rapidly evolving field. Don’t miss this comprehensive look at the current trends and news that are at the forefront of digital marketing!
Google updates CrUX: see the new metrics
Google Chrome has released its latest Chrome User Experience Report (Crux).
This update concentrates on individual components of page speed, offering new data on the larger paint contented picture (LCP) subparts and real-world network network (RTT) network conditions.
For SEO professionals, this means they will have a better understanding of what needs improvement.
Barry Pollard, Web Performance Developer, Advocate at Google Chrome, made the announcement on Bluesky.
Key updates to Crux report
Speed and user experience are known to impact search visibility, and Google’s latest crux update breaks down site performance barriers in greater detail:
Granular LCP details
New “image subparts” allow you to identify what’s slowing down your largest image element.
With time to first byte, Resource Load DelayResource Load Duration and Element Rendering Delay In a mix, you can see if your bottleneck is server lag, delays or even how late the browser finds your image.
RTT over etc.
Instead of bundling user connections into obsolete “3G/4G” garbage cans, Google’s new tri-bins of Time (RTT) highlight the true speed of your audience’s networks.
Identifying high latency segments can guide you towards optimizing users in specific regions or network conditions.
BigQuery & Crux Vis updates
SEO professionals can access updated BigQuery datasets, which include more granular RTT information and broader coverage for metrics such as interaction to next painting (INP).
In addition, the Crux Vis tool (Cruxvis.withgoogle.com) now shows everything from simplified LCP subparts to country-level RTT statistics, ideal for spotting speed issues at a glance.
Better data coverage, more competitive advantage
By removing the effective connection type (ECT) dimension, Google can report richer data for a wider range of sites.
How to leverage the new metrics
- Zero in on server delays: Identify high time to first byte if your hosting setup or backend scripts are slowing down that crucial first load.
- Check image discovery times: A Delayed resource load could indicate a late discovered hero image or JavaScript injection issues, which are common pain points in modern frameworks.
- Optimize media files: Long resource load times can highlight large or unoptimized images that hinder page speed, a frequent cause of poor LCP.
- Tailor solutions for different regions: With RTT Tri-Bins now informing you if certain countries or networks face long delays, you can serve region-specific content faster (e.g., via CDN or local servers).
Why this matters
The latest Crux update provides new data and identifies where your page may be failing visitors, potentially hurting your rankings. This can help you troubleshoot issues quickly, potentially improving site performance and visibility.
To analyze your site, visit Cruxvis.withgoogle.com or check out the Crux BigQuery dataset.
Artificial intelligence
OpenAI to release GPT 4.5 with GPT 5 almost ready to go
Microsoft is already preparing everything for the upcoming release of the latest versions of OpenAI. GPT-4.5 may arrive next week, but GPT 5 is also about to make its appearance. That’s why, according to The Verge, the Redmond folks are already preparing capacity on their servers for both versions.
The first to arrive is going to be, as we mentioned, GPT-4.5. Known as Orion, it’s their next frontier model, and as OpenAI CEO Sam Altman has confirmed, it will be their last “non-think-chain” model. The company has already confirmed that it will be much more powerful than GPT-4, while also hinting that GPT-5 will be a model that brings more significant changes.
Apparently, GPT-5 would arrive at the end of May, and will be the one with more notable advances of the two. Altman has referred to it as “a system that integrates a lot of our technology,” and will incorporate OpenAI’s new o3 reasoning model, which has no plans to release it independently in addition to integrating it into GPT-5. This decision would be in line with OpenAI’s goal of combining its LLMs to try to generate a more capable model that can be considered AGI-like, i.e., General Artificial Intelligence.
the GPT-5 system will include notable enhancements to the use of ChatGPT, unifying Open AI’s “o-” model series and GPT models. The goal of this is to reduce some of the confusion of having to know which model to choose for a given task or question.
If OpenAI manages to have GPT-5 ready by the end of May, it would arrive in time for Microsoft’s developer conference, Build, which starts on May 19. In addition, since OpenAI has been warning of the arrival of these models for some time now, it is likely that Microsoft will have Copilot updates ready shortly after their release.
Microsoft has also been improving Copilot’s model selector to make it easier for its users to interact with the AI assistant without having to select the AI model behind their interactions.
In addition, they are working on their own version of OpenAI’s new AI agent operator, which can perform web-based tasks on behalf of their users. The operator can interact with graphical user interfaces on web pages, also allowing it to perform tasks for the user, similar in concept to a macro that can automate tasks, or autopilot systems, which do not need constant attention from a human.
New in Google Ads 2025: Performance Max Utility Indicator
At the latest edition of the Marketing Livestream, the virtual event where Google shares its latest innovations in digital marketing, Performance Max updates for 2025 were presented. Among the most notable new features is the new Utility Indicator, a tool designed to optimize the performance of advertising campaigns.
This new functionality promises to provide advertisers with clearer insight into the impact of their keywords, allowing them to make more strategic decisions and improve the efficiency of their campaigns. But how exactly does it work and what are the benefits?
What does the new Performance Max Utility Indicator offer?
Performance Max is a goal-based campaign type that gives advertisers access to the entire Google Ads inventory from a single campaign. Its purpose is to complement keyword-based search strategies and facilitate the acquisition of new customers that generate conversions across Google’s various channels.
To further optimize this approach, Google has incorporated the Performance Max Utility Indicator into its ad platform. This advanced tool makes it possible to assess the real impact of keywords on campaigns and to identify whether the added terms are generating additional traffic or whether, on the contrary, they are just overlapping the traffic already obtained. Thanks to this indicator, advertisers can adjust their search topics and improve the effectiveness of their advertising strategy.
In this way, we can state that this indicator provides greater clarity on the impact of keywords on campaign performance, which allows fine-tuning strategies and making more precise decisions on budget allocation.
It is important not to rely solely on visual cues from the Google Ads console, such as the green indicator with an upward arrow, as this only reflects an increase in detected traffic. This does not guarantee that the search term is performing well or is actually effective, but simply extends the reach of Performance Max beyond what you were already achieving with the campaign.
Still, this indicator can be useful for those looking to improve their site’s categorization in Google, as it allows you to better guide search topics and optimize the relevance of your content. However, for those who are already achieving good results with Performance Max, its impact may be more limited. In any case, it is still an interesting metric to consider within the advertising strategy.
Why is this new functionality interesting?
1. Greater efficiency in traffic acquisition
By analyzing whether the incorporated keywords are bringing new traffic or if they are simply capturing users who were already arriving through other terms, it is easier to adjust the strategy to expand the reach of the campaigns more effectively.
2. Better use of the advertising budget
By providing detailed information on the impact of each keyword, companies can redistribute their investment more intelligently, allocating resources to terms that really bring value and avoiding spending on those that do not contribute to real traffic growth.
3. Optimization of the targeting strategy
With a clearer view of keyword performance, advertisers can adjust their search topics more precisely, ensuring they reach the right audience and increasing the effectiveness of their campaigns.
Latest Tech and Digital Marketing Updates
📌This is how Google loads pages faster. They have revealed that they use Speculation Rules API: the browser preloads the first two pages of results before you click, and on desktop, if you hover over a link it starts preloading it.
📌Watch out for this. Hackers use Google Tag Manager to steal credit card numbers from online stores made with Magento. If you have an eCommerce, check your GTM tags and keep your platform updated to avoid risks.
📌Trend change? YouTube is now watched more on TV than on mobile in the U.S., according to its CEO. This trend opens up new advertising opportunities, such as ads with QR codes or “pause ads” that appear when you pause a video.
📌Temu reigns. It was the most downloaded retail app worldwide in 2024, beating Amazon and Shein. Shein precisely, is looking to move production from its suppliers in China to Vietnam to avoid U.S. tariffs.
📌Google also gets it wrong. A bug in Google’s Sitelinks algorithm is showing irrelevant and multilingual links in search results. This flaw could reveal how Google analyzes web structure to generate these links.
📌Netflix will launch its native advertising platform in Spain in February. This allows brands and agencies to buy ad space. With 70 million users on its ad-supported plan, this is a great opportunity.
📌Digital advertising breaks records. According to IAB, investment in digital advertising in Spain has grown by 12.2% in 2024. Search results advertising and social media advertising stand out.
📌Musk presents the powerful Grok 3. This AI promises to surpass OpenAI and DeepSeek, thanks to its enormous reasoning and analysis capacity. You can use it to generate content, translate, analyze complex documents, create images,…
📌BBVA improves customer service. They have launched Blue, the new version of their virtual assistant powered by ChatGPT. In this way, they want to offer the customer more fluid and personalized conversations.
📌Google includes Veo 2 in YouTube Shorts. Through YouTube Shorts’ Dream Screen, creators will be able to use this tool to create AI-powered backgrounds and video clips. The downside is that it is currently only available in 4 countries .
📌Is the “dislike” button coming to Instagram? It looks like it is. Well, or at least a test one. The Head of Instagram says that this new button is being shown to some users in the comments section, to see how it goes . Not in photos yet.
