Walmart’s first-party audiences are now available in Vibe

Growth Stack Brief November 3, 2026

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Briefing Summary

Market

Add Walmart first-party audiences to the CTV test plan: Walmart Connect says its shopping-signal audiences are now available in Vibe’s self-serve campaign builder alongside Vibe attribution and incrementality workflows. Test against current CTV targeting, define incremental outcomes before launch, and compare reach, CAC and sales lift rather than relying on attributed conversions alone. [Source]

Quantify AI Search’s traffic impact by landing page and query class: Reddit says search referrals fell by more than one million per week on average in October, with its CEO identifying Google AI Overviews and AI Mode as the largest suspected driver. This strengthens the case for monitoring organic click loss as Google expands AI-led discovery, while separating visibility gains from actual sessions and conversions. [Source]

Use Google’s new Performance Max workflow to isolate asset-group changes instead of pushing edits directly into production: advertisers can save edits as an A/B test and set traffic split and duration from the asset-group builder. Verify availability, change one meaningful variable where possible, and agree on conversion volume, test duration and decision thresholds before applying a winner. [Source]

Top Coverage

• Top StoryWalmart’s first-party audiences are now available in Vibe

  Walmart Connect · Published Oct 29, 6:58 PM ET · walmartconnect.com

  Also reported by ExchangeWire.com

  Walmart Connect has made Walmart Audiences available in Vibe’s self-serve CTV campaign builder, letting advertisers target by Walmart shopping signals while using Vibe’s existing buying, attribution and incrementality-testing workflows.

• Reddit CEO Says Google's AI Mode 'Does Not Drive Traffic'

  Matt G. Southern · Published Oct 30, 3:47 PM ET · searchenginejournal.com

  Reddit reports search referrals fell by more than 1 million per week on average in October and its CEO attributes the largest suspected driver to Google AI Overviews and AI Mode, giving marketers a first-party signal to monitor AI-search click loss and Reddit’s planned logged-in access test in non-U.S. markets.

• Why AI is boosting Meta's ad business while hurting Google search

  Jonathan Vanian and MacKenzie Sigalos · Published Nov 1, 7:00 AM ET · cnbc.com

  CNBC reports that Google Search revenue grew 12% in the quarter versus Meta ad revenue growth of 26%, while Google expands AI Overviews/AI Mode and Gemini ad tooling; operators should monitor how AI-led discovery changes search traffic and monetization, treating Meta’s reported AI-tool conversion gains as vendor claims.

• Brace yourselves, ads are coming to Google AI Search in Malaysia

  SoyaCincau · Published Oct 30, 7:49 AM ET · newswav.com

  Google has expanded AI Mode ads to 10 additional countries including Malaysia and introduced U.S. multiturn conversational ads; eligible Search, Shopping and Performance Max campaigns can enter the existing auction without separate budgets, so advertisers should monitor aggregate reporting, conversion measurement, feed quality and campaign controls.

• PMAX Lets You Save Asset Group Edits as an A/B Test

  Published Nov 3, 2:00 AM ET · ppcnewsfeed.com

  Google Ads now lets Performance Max advertisers save asset-group edits directly as an A/B test, enabling control/treatment review plus traffic-split and duration settings from the asset-group builder; test the workflow where available and verify experiment design before applying winning changes.

• Meta Andromeda: Powering the Next Generation of Ads Retrieval Through Model-System Co-Design

  Engineering at Meta · Published Oct 28, 12:00 PM ET · engineering.fb.com

  Meta says its next-generation Andromeda ads-retrieval system is now matching across a larger eligible-ad pool at the same latency budget; advertisers should monitor whether the platform-level retrieval upgrade changes conversion performance and reinforces the value of strong targeting, creative, and conversion signals.

• Consent Rate: How Much Conversion Data Is Your Cookie Banner Costing You?

  PPC News Feed · Published Oct 28, 8:33 PM ET · ppcnewsfeed.com

  This affiliate-supported guide explains how cookie-banner opt-in rates and Basic versus Advanced Google Consent Mode affect observed conversions, remarketing eligibility and modeled reporting, with practical checks to compare CMP consent data, Google Ads clicks and GA4 paid sessions.