Core Viewpoint - Alphabet's Google is taking steps to facilitate the use of its online advertising technology for publishers and advertisers, in response to EU antitrust regulators' demands for the company to divest part of its advertising business [1] Group 1 - Google is offering enhancements to its advertising technology to support publishers and advertisers [1] - The move is seen as a defiance against EU antitrust regulators who have called for the company to sell off parts of its advertising operations [1]

Summary of Key Points from the Conference Call Industry Overview - **Industry**: China Online Entertainment Sector - **Performance**: Online entertainment has been a significant outperformer year-to-date (YTD) within the China internet sector, driven by robust consumer spending on leisure and favorable investor positioning amid macro uncertainties [2][8] Core Insights - **Earnings Season Expectations**: A mixed Q325 earnings season is anticipated for online entertainment, with potential positive surprises from companies like Bilibili and Kuaishou. NetEase is favored for its revival in evergreen titles and upcoming launches [2][3] - **Gaming Sector Divergence**: Following a strong YTD performance in online gaming, divergence is expected as new game launches from A-share companies are priced in. Preference remains for ADR/H game companies based on new game catalysts and healthy evergreen title portfolios [3][9] - **Advertising Sector**: Slight acceleration in Q3 ad performance is noted, with uncertainty around new tax policies. Companies like Tencent, Bilibili, and Kuaishou are expected to outperform due to improvements in adtech and monetization [4][9] - **Media Sector**: Overall quiet results are expected for the online media sector, with a positive outlook on long-form video (LFV) regulation, although its impact may take time to materialize [5][20] Company-Specific Insights - **Bilibili**: - Price target raised to US$37.00 from US$30.00, reflecting a 23.3% increase. The company is expected to benefit from the successful launch of "Escape From Duckrov," which had a peak of 222k concurrent players on Steam [3][14][17] - Q325 estimates remain unchanged, but Q425 game revenue is raised by 5% due to better-than-expected contributions from new titles [13][17] - **NetEase**: - Expected solid Q325 results with game acceleration, particularly with the upcoming global launch of "Where Winds Meet" on November 15 [3][9][10] - **Kuaishou**: - Positive outlook based on fundamental outperformance and AI capabilities, with key focuses on ad revenue guidance and e-commerce outlook [9][10] - **iQiyi**: - Q325 topline expected to be flat QoQ, with ad revenue projected to decline by 3% due to macro conditions. Adjusted net profit estimates lowered by 17-25% [19][20] - **Weibo**: - Negative revisions expected due to slower consumption trends, although limited valuation downside is noted with a projected 8% dividend yield [9][10] Additional Insights - **Short Dramas Growth**: The growth momentum of short dramas is expected to continue, driven by consumer demand for fragmented video content and a flexible business model compared to LFV [8] - **Regulatory Environment**: The recent LFV regulation is seen as a major positive for iQiyi, although its benefits may take time to materialize [5][20] Financial Metrics - **Bilibili's Financials**: - Non-GAAP operating profit for Q4 expected to be Rmb862 million, with a margin of 10.4% [13][17] - Total revenues for FY2025 estimated at Rmb30.285 billion, with a YoY growth of 12.9% [17][18] - **iQiyi's Financials**: - Expected non-GAAP operating loss of Rmb25 million for Q325, with a net loss of Rmb135 million [19][20] This summary encapsulates the key points from the conference call, highlighting the performance and expectations for the online entertainment sector and specific companies within it.

Core Viewpoint - Alphabet (GOOG) has experienced significant price appreciation due to expectations of continued growth driven by AI and productivity technologies, particularly in its online advertising business [1] Group 1: Cloud Business Focus - Analysts from Morgan Stanley emphasize that Alphabet's cloud business is a critical area for investors, predicting over 50% growth for Google Cloud next year [2] - A scenario modeled by Morgan Stanley suggests Alphabet's on-demand business could grow by 15% or more, with an expected $50 billion in net backlog next year [4] Group 2: Revenue Growth Projections - If the projected growth factors materialize, Alphabet's cloud revenue growth rate could double from 25% in 2025, following 29% and 37% growth in 2023 and 2024 respectively [4] - The acceleration in growth is anticipated to be influenced by successful AI integrations [4] Group 3: Investment Attractiveness - From a fundamentals perspective, Alphabet is considered the most attractive stock among its peers in the Magnificent Seven, with a forward price/earnings ratio aligned with the market multiple [6] - The price/cash flow ratio is around 30, indicating a free cash flow yield of approximately 3.3%, suggesting potential for faster growth than previously anticipated [6]

Financial Data and Key Metrics Changes - Revenue for Q3 2025 reached $69 million, representing a 5% year-over-year growth, marking the highest quarterly revenue ever for the company [4] - Q3 adjusted EBITDA was $4 million, reflecting a positive 6% margin and an 8-point year-over-year improvement [6] - GAAP net loss for Q3 was $13 million, with revenue per employee increasing by 21% year-to-date [6] Business Line Data and Key Metrics Changes - Self-serve revenue grew by 33% year-over-year, accounting for approximately 60% of total revenue [5] - The active customer base and associated net new advertiser spend also increased, indicating strong demand for the self-serve advertising platform [5] Market Data and Key Metrics Changes - Platform WOW (users engaging directly on the app or website) was 21.6 million, showing a modest sequential decline due to a strategic reduction in notifications and email volumes [5] - The company expects Q4 revenue to be between $67 million and $68 million, with adjusted EBITDA projected between $3.5 million and $4.5 million [6][7] Company Strategy and Development Direction - The company is focused on building a stronger neighborhood ecosystem by enhancing user-generated content and local information [9][10] - Plans to reinvent the recommendations ecosystem to turn authentic word-of-mouth into actionable insights for users and local businesses [10] - The company aims to avoid increasing ad load and will intentionally reduce new user acquisition efforts in Q4 to prioritize user experience [7][19] Management's Comments on Operating Environment and Future Outlook - Management expressed optimism about the transformation of the platform, emphasizing the importance of increasing high-quality content to drive engagement [17] - The company remains committed to achieving full-year adjusted EBITDA break-even in 2026, despite a projected adjusted EBITDA loss of approximately $3 million for 2025 [6][7] - Management highlighted the importance of making necessary trade-offs for long-term sustainable growth [33] Other Important Information - The company announced the hiring of Indrajit Panambalan as the new Chief Financial Officer, effective December 1, 2025 [11] - The company has completed its programmatic supply integrations, enabling deeper collaboration with advertisers [4][25] Q&A Session Summary Question: Insights on customer engagement and depth of engagement metric - Management noted that the new Nextdoor platform has seen news content approaching 10% of the feed, with a focus on increasing high-quality content to drive deeper engagement [16][17] Question: User acquisition strategies evolving into 2026 - Management indicated a focus on improving the first-time user experience and a less aggressive approach to new user acquisition in the short term [18][19] Question: Source of additional content - Management confirmed that they are looking to increase user-generated content while also integrating more third-party publisher content [23] Question: Update on programmatic capabilities - Management stated that they have completed the supply-side platform integration and are currently testing with demand-side platforms, including a deal with Yahoo [25][26] Question: Engagement from alerts and notifications - Management reported that reducing notifications has led to more effective alerts, which are helping to re-engage users who may not have visited the platform recently [30][31]

Financial Data and Key Metrics Changes - Revenue for Q3 was approximately $1,405 million, up 68% year-over-year due to model updates in the core gaming business [10] - Adjusted EBITDA was $1,158 million, up 79% with an 82% margin, reflecting a 1% quarter-over-quarter increase from operational leverage [10] - Free cash flow reached $1,049 million, up 92% year-over-year, with a free cash flow margin improving sequentially [10] - The company ended the quarter with $1.7 billion in cash and cash equivalents and repurchased approximately 1.3 million shares for $571 million [10][11] Business Line Data and Key Metrics Changes - The gaming advertising segment continued to show strong performance, with the MAX supply side platform growing at healthy rates [4][10] - Self-service platform launched on October 1, showing early growth with spend from self-service advertisers increasing approximately 50% week-over-week [6][10] Market Data and Key Metrics Changes - The company opened up international traffic for advertisers ahead of schedule, expanding its reach beyond the U.S. market [4][8] - The market is recognizing the scalability and reach of the company's platform, particularly following its inclusion in the S&P 500 [4][8] Company Strategy and Development Direction - The focus for Q4 and 2026 includes improving onboarding flows, ramping AI agents into workflows, and testing generative AI-based ad creatives [7][8] - The company aims to broaden access to its self-service platform and scale globally, while maintaining strict compliance and transparency in ad tech practices [8][9] Management's Comments on Operating Environment and Future Outlook - Management expressed confidence in the company's growth trajectory, emphasizing the importance of improving conversion rates and expanding advertiser density [21][50] - The company is committed to optimizing the customer experience and ensuring a seamless onboarding process for new advertisers [40][72] Other Important Information - The board of directors increased the share repurchase authorization by an incremental $3.2 billion [11] - The company is actively testing paid marketing to promote the Axon Ads platform to new customers [7][74] Q&A Session Summary Question: Characteristics of advertisers onboarded since October 1 - Advertisers are predominantly shops, comparable in mix to the initial cohort, but not materially smaller [14] Question: Guidance philosophy for Q4 - Guidance reflects a combination of factors including optimism around the e-commerce referral program and normal holiday seasonality [16] Question: Conversion rates and growth in impressions - Increasing conversion rates is a key growth lever, with model enhancements and advertiser density expected to drive improvements [20][22] Question: Supply growth expectations - Supply growth is driven by higher quality ads and unlocking demand from publishers who previously did not run ads [25][27] Question: Context for 50% week-over-week growth in e-commerce customers - Early growth is promising, with a focus on optimizing the customer experience and ensuring a smooth onboarding process [36][40] Question: Balancing growth and managing core gaming customers - The company does not intend to gate growth, believing that increased advertiser density will benefit all customers [48][50] Question: Update on web-based availability to EU advertisers - The company can work with EU advertisers but has not opened inventory for website or shop advertisers in the EU yet [84] Question: Performance of the current cohort in Q3 - The return on ad spend for customers has improved due to better tools and understanding of the platform [101]

Financial Data and Key Metrics Changes - Q3 2025 total revenue was $179 million, an increase of 11% from Q3 2024 [19] - Contribution ex TAC was $167 million, up 12%, exceeding guidance [19] - Adjusted EBITDA grew 13% to $57 million, resulting in a margin of 34% [21][19] - Net income for the quarter was $20 million, compared to $5 million in Q3 2024 [21] - GAAP earnings per diluted share were $0.13, up from $0.04 in Q3 2024 [21] Business Line Data and Key Metrics Changes - CTV contribution ex TAC was $76 million, up 18% year-over-year or 25% excluding political [19][21] - DV+ contribution ex TAC was $91 million, an increase of 7% or 10% excluding political [20][21] - The contribution ex TAC mix for Q3 was 45% CTV, 39% mobile, and 16% desktop [20] Market Data and Key Metrics Changes - Health and fitness, shopping, and technology were the strongest-performing categories, while automotive was one of the weakest [20] - Ad spend from top holding companies grew nearly 20% in Q3 year-over-year [9] Company Strategy and Development Direction - The company is focusing on expanding its CTV business and enhancing its technology offerings, including AI integration [8][15] - Plans to integrate AI assistance and workflows into Clear Line, powered by the acquisition of Streamer.ai [8][15] - The company is optimistic about growth opportunities with major partners like Netflix and Roku [5][6] Management's Comments on Operating Environment and Future Outlook - Management expressed confidence in the growth potential from the Google Ad Tech trial, indicating that any market share shift could significantly benefit the company [17][18] - The company anticipates contribution ex TAC growth for 2026 to be at least 11%, with a focus on maintaining margin expansion [27][39] Other Important Information - The company has a cash balance of $482 million at the end of Q3, up from $426 million at the end of Q2 [22] - Capital expenditures for Q4 are expected to be approximately $23 million, with a full-year estimate of $80 million [23][26] Q&A Session Summary Question: Impact of The Trade Desk's changes on Magnite - Management noted that they have worked with major buyers to reconnect Magnite as a preferred supply path and believe the impact has been limited to DV+ [30] Question: Growth of DV+ with Amazon - Management confirmed strong spend from leading DSPs, particularly Amazon, and highlighted the importance of partnerships in driving growth [33] Question: AI integration and its impact - Management discussed the integration of AI technologies and the potential for increased efficiency and monetization through new products [15][36] Question: Google Ad Tech case updates - Management remains optimistic about the outcomes of the case and believes it presents a generational opportunity for the company [39] Question: CTV market dynamics and CPM trends - Management indicated stability in CTV CPMs and does not foresee significant downward pressure on revenues from lower-cost ad units [42] Question: CapEx and employee growth - Management explained that the increase in CapEx is aimed at securing data center space and enhancing technology capabilities, while also planning to add personnel to support growth initiatives [44]

Financial Data and Key Metrics Changes - The company reported Q3 2025 revenue of $497 million, representing a 15% year-over-year increase [12] - Ex-TAC gross profit was $177 million, up 6% year-over-year, with an adjusted EBITDA of $48 million, reflecting a strong EBITDA margin of over 27% [6][12] - Free cash flow for the quarter was $46 million, with a year-to-date total of $117 million, indicating a 96% conversion of adjusted EBITDA in Q3 [6][18] Business Line Data and Key Metrics Changes - The number of scaled advertisers grew by 4% to 2,064, while average revenue per scaled advertiser increased by 11% [8][13] - The growth in ex-TAC gross profit was primarily driven by strong advertising spending, particularly from scaled advertisers [14] Market Data and Key Metrics Changes - The company expects nearly $2 billion in gross revenue for 2025, with over $700 million in Ex-TAC gross profit [5] - The advertising market is estimated to be a $55 billion opportunity, with Taboola positioned to capture market share as advertisers seek alternatives to search and social platforms [6] Company Strategy and Development Direction - The company is focusing on its performance platform, Realize, which aims to enhance advertiser success and drive growth [4][10] - Taboola is committed to increasing its market presence in performance advertising, aiming to become a leading platform outside of Google, Meta, and Amazon [10][11] Management's Comments on Operating Environment and Future Outlook - Management expressed confidence in returning to double-digit growth over time, citing strong momentum and positive feedback from advertisers [4][22] - The company raised its full-year guidance, expecting revenues between $1.91 billion and $1.93 billion, reflecting continued business momentum [21] Other Important Information - The company repurchased approximately 10 million shares for a total consideration of $34.4 million in Q3, representing 14% of the company year-to-date [7][20] - The company secured a new $270 million revolving credit facility, allowing for reduced interest expenses and increased liquidity [19] Q&A Session Summary Question: What are the next steps for the Realize platform to capture more advertiser budgets? - Management highlighted three key areas: shifting market perception, focusing on the right clients, and continuous technology iteration [26][27] Question: Can you elaborate on the partnership with Paramount and its implications for CTV? - Management described the partnership as a demand generation opportunity, integrating TV and performance advertising to track conversions effectively [29][30] Question: What is the current state of traffic and its quality? - Management reported an increase in overall traffic, particularly from app traffic, and emphasized the importance of maintaining high-quality traffic for advertisers [40][41] Question: How is AI being utilized to improve yields and conversion rates? - Management explained that AI is used extensively for ad targeting and campaign optimization, with a focus on driving higher yields for advertisers [45][46] Question: What are the expectations for operating expenses and headcount growth? - Management indicated that operating expenses would grow in line with business growth while maintaining a target of 30% adjusted EBITDA margins [96][97] Question: What is the sustainability of growth for Taboola News? - Management expressed optimism about the growth of Taboola News, noting its unique supply strategy and immunity to LLM disintermediation [115]

Financial Data and Key Metrics Changes - Q3 2025 revenue reached $1.049 billion, growing 17% year-over-year, with a 16% increase on a constant currency basis [31][32] - Adjusted EBITDA for Q3 was $306 million, representing a margin of 29%, with a 170 basis point expansion year-over-year [34][35] - Free cash flow for Q3 was $318 million, indicating a strong cash-generative nature of the business [35] Business Line Data and Key Metrics Changes - Monthly active users (MAUs) reached 600 million, marking a 12% growth year-over-year, with significant strength in Gen Z users [5][30] - Revenue from the US and Canada was $786 million, growing 9%, while Europe saw revenue of $193 million, growing 41% [31] - Revenue from the rest of the world was $70 million, growing 66% year-over-year [31] Market Data and Key Metrics Changes - The US and Canada region had 103 million MAUs, growing 4%, while Europe had 150 million MAUs, growing 8% [30] - The rest of the world markets had 347 million MAUs, growing 16% [30] - Ad impressions grew 54% year-over-year, while ad pricing declined 24% due to a shift towards lower-priced international markets [32][33] Company Strategy and Development Direction - The company is transforming into an AI-powered visual-first shopping assistant, enhancing user engagement and advertiser partnerships [4][9] - There is a focus on expanding monetization in international markets, which currently represent only 25% of global revenue despite having 83% of global users [24][28] - The introduction of Pinterest Assistant aims to enhance user experience through voice-activated searches and personalized recommendations [12][13] Management's Comments on Operating Environment and Future Outlook - Management expressed confidence in achieving mid- to high-teens revenue growth targets over the medium and long term, despite challenges in the UCAN region [52][55] - The company is optimistic about the potential of AI-driven optimization and the adoption of Performance Plus campaigns among smaller and mid-market advertisers [60][62] - Management noted that the digital ad environment remains challenging, particularly for larger retailers navigating tariff-related margin pressures [59] Other Important Information - The company allocated $199 million towards share repurchases and $115 million for net share settlement of equity awards to mitigate dilution [36] - The Q4 revenue guidance is projected to be between $1,313 million and $1,338 million, representing a 14%-16% growth year-over-year [36][37] Q&A Session Summary Question: Future of e-commerce and Pinterest's strategy - Management highlighted the proactive nature of Pinterest's AI, which anticipates user preferences without explicit prompts, enhancing user engagement and shopping experiences [45][48] Question: Impact of tariffs on ad spend - Management confirmed that while there was a pullback in ad spend from some US retailers, there was a partial recovery in spending from Asia-based e-commerce players [51][52] Question: Digital ad environment and UCAN performance - Management noted consistent revenue growth despite challenges in the UCAN region, emphasizing the importance of AI-driven platforms for future optimization [59][60] Question: AI-generated content strategy - Management clarified that while they embrace AI-generated content, they prioritize content quality and user choice, allowing users to filter AI content [66][70] Question: Relationship with Magnite and new demand sources - Management stated that first-party ad demand remains the primary growth driver, with ongoing efforts to integrate third-party demand sources [73][74] Question: SMB and mid-market opportunities - Management expressed confidence in the Performance Plus campaigns, noting higher conversion rates and revenue growth among smaller and mid-market advertisers [78][79]

Financial Data and Key Metrics Changes - Q3 2025 revenue reached $1.049 billion, growing 17% year-over-year, with a 16% increase on a constant currency basis [29][30] - Adjusted EBITDA for Q3 was $306 million, representing a margin of 29%, with a 170 basis point expansion year-over-year [32] - Free cash flow for Q3 was $318 million, indicating a highly cash-generative business model [32] Business Line Data and Key Metrics Changes - Outbound clicks to advertisers increased by 40% year-over-year in Q3, demonstrating enhanced engagement [8] - Ad impressions grew by 54% in Q3, while ad pricing declined by 24% year-over-year, primarily due to a shift towards lower-priced international markets [30] - Performance+ campaigns have shown a 24% higher conversion lift for retail advertisers compared to traditional campaigns [19][76] Market Data and Key Metrics Changes - Monthly active users (MAUs) reached 600 million, marking a 12% increase year-over-year, with significant growth in Gen Z users [6][28] - U.S. and Canada MAUs grew to 103 million, up 4%, while Europe and the rest of the world saw MAUs of 150 million (up 8%) and 347 million (up 16%) respectively [28] - Revenue from the U.S. and Canada was $786 million (up 9%), Europe generated $193 million (up 41%), and the rest of the world brought in $70 million (up 66%) [29] Company Strategy and Development Direction - The company is focused on becoming an AI-powered visual-first shopping assistant, enhancing user experience through proactive AI recommendations [4][10] - There is a clear strategy to deepen engagement with users and expand monetization opportunities in international markets, which are currently under-monetized [9][22] - The introduction of Pinterest Assistant aims to enhance the discovery journey and improve user engagement through voice-activated interactions [12][13] Management's Comments on Operating Environment and Future Outlook - Management expressed confidence in achieving mid to high teens revenue growth targets over the long term, despite challenges in the U.S. retail sector due to tariff-related pressures [49][55] - The company is optimistic about the potential of AI-driven optimization in advertising, which is expected to enhance performance and expand market opportunities [56][59] - Management highlighted the importance of user engagement metrics, noting that clicks to advertisers have increased significantly, outpacing revenue growth [60] Other Important Information - The company has allocated $199 million towards share repurchases to mitigate dilution from employee stock-based compensation [33] - The international monetization gap is being addressed, with shopping ad revenue in international markets growing significantly [26][25] - The company is exploring new sources of demand through programmatic advertising and partnerships, such as with Magnite [71] Q&A Session Summary Question: Future of e-commerce and Pinterest's strategy - Management emphasized the proactive nature of Pinterest's AI, which anticipates user preferences without explicit prompts, enhancing user engagement [42][45] Question: Impact of tariffs on ad spend - Management noted that while there was a pullback in ad spend from U.S. retailers, there are still areas of momentum in emerging verticals and smaller advertisers [48][50] Question: Digital ad environment and UCAN performance - Management reported consistent revenue growth despite challenges in the UCAN market, with a focus on expanding AI-driven advertising solutions [55][56] Question: AI-generated content strategy - Management clarified that while they embrace AI-generated content, they prioritize content quality and user choice in what they see [63][68] Question: Relationship with Magnite and new demand sources - Management stated that first-party ad demand remains the primary growth driver, with ongoing efforts to integrate third-party demand sources [71][72] Question: SMB and mid-market opportunities - Management highlighted the strong performance of Performance+ campaigns among smaller and mid-market advertisers, indicating significant growth potential in this segment [76]

Financial Data and Key Metrics Changes - In Q3 2025, Pinterest reported revenue of $1.049 billion, representing a 17% year-over-year growth [6][30] - Adjusted EBITDA for Q3 was $306 million, with a margin of 29%, reflecting a 170 basis point expansion compared to the previous year [33] - Free cash flow for Q3 was $318 million, indicating a strong cash-generative nature of the business [33] Business Line Data and Key Metrics Changes - Outbound clicks to advertisers increased by 40% year-over-year in Q3, demonstrating enhanced engagement with advertisers [8] - The number of unique shopping SKUs with paid ad impressions grew over 100% year-over-year, driven by the adoption of ROAS bidding [23][52] - Pinterest Performance Plus campaigns have shown a 24% higher conversion lift compared to traditional campaigns, particularly benefiting smaller and mid-market advertisers [63] Market Data and Key Metrics Changes - Monthly active users (MAUs) reached 600 million, growing 12% year-over-year, with significant growth in the U.S. and Canada, Europe, and the rest of the world [5][29] - Revenue from the U.S. and Canada was $786 million, growing 9%, while Europe saw a 41% increase to $193 million, and the rest of the world grew 66% to $70 million [30] - International markets represented 25% of global revenue, indicating significant growth potential in these regions [25] Company Strategy and Development Direction - Pinterest is transforming into an AI-powered visual-first shopping assistant, enhancing user engagement and advertiser partnerships [4][10] - The company is focusing on expanding its share of wallet with mid-market and smaller advertisers while also increasing monetization in international markets [9][28] - New features like Pinterest Assistant and multimodal search are being developed to enhance user experience and drive engagement [12][13] Management's Comments on Operating Environment and Future Outlook - Management expressed confidence in achieving mid- to high-teens revenue growth targets over the medium to long term, despite some ad spend moderation in the U.S. [46][49] - The company is optimistic about the potential of AI-driven optimization and the ongoing rollout of Performance Plus solutions [52][53] - Management noted that the digital ad environment remains challenging, particularly for larger retailers, but sees opportunities in emerging verticals and smaller advertisers [49][51] Other Important Information - Pinterest's international monetization is still in early stages, with significant room for growth as the company scales proven strategies from the U.S. [25][28] - The company is actively investing in AI and product innovation to enhance user experience and drive advertiser performance [33][36] Q&A Session All Questions and Answers Question: Future of e-commerce and Pinterest's strategy - Management highlighted Pinterest's proactive AI-driven approach, which anticipates user preferences and enhances engagement, positioning the platform uniquely in the e-commerce landscape [39][40] Question: Digital ad environment and UCAN performance - Management noted that despite a challenging ad environment, Pinterest achieved 17% revenue growth, driven by strong performance in emerging verticals and smaller advertisers [49][50] Question: Relationship with Magnite and new demand sources - Management clarified that first-party ad demand remains the primary growth driver, with ongoing efforts to integrate third-party demand sources [60][61] Question: SMB and mid-market opportunity - Management emphasized the significant potential in the SMB and mid-market segments, with Performance Plus campaigns driving higher conversion rates and revenue growth [63]