NMS Editorial Team

NMS Editorial Team

Mixed media collage of a smartphone on a ring light, a blacked-out invoice and cash split into uneven piles, illustrating hidden agency fees in creator deals

Creator Agencies Keep 30% of Influencer Budgets, and Most Brands Can't See It

Agencies keep an average of 30% of brand influencer spend, according to the Association of National Advertisers, and only about half of marketers say they can fully see what creators actually get paid. When agency fees are bundled into a single line item, consultancy TrinityP3 estimates as little as 35%

Blueprint illustration of a web crawler moving along a timeline ruler marked 30 days and 3-6 months, showing Google crawling, indexing and core update recovery times

Google Says Recovery Takes 3 to 6 Months, So Stop Judging SEO Fixes at Week Two

Google's Gary Illyes shared typical timing ranges for crawling, indexing and recovery at Search Central Live Deep Dive Europe in Barcelona on October 2, 2026, Search Engine Journal reported. Known URLs get refreshed roughly every 30 days, and core update recovery typically takes 3 to 6 months. Any

Pop art iPhone with a red padlock over the Safari icon while a velvet rope blocks ad tech data servers, illustrating Apple iOS 27 blocking programmatic data vendors

Apple Has a Private Blocklist for Ad Tech (and Your Data Vendors Are Next)

Apple is preparing to block hundreds of programmatic data companies, including CDPs, DMPs, data sellers and ID graph operators, from Safari and other browsers on iOS 27, AdExchanger reported on October 2, 2026. LiveRamp, ID5, UID2, Permutive and Audigent are already blocked. Because the list updates remotely, without an iOS

Pop art illustration of a large Get Phone Number button covering a contractor phone number on a Google Local Services ad, beside a ringing phone and stopwatch

Google LSAs Now Hide the Phone Number (Right as Missed Calls Got Billable)

Google Local Services Ads started hiding the advertiser's phone number behind a "Get phone number" button on desktop, Search Engine Roundtable reported on October 2, 2026. The change lands one day after LSA began charging for missed calls that last longer than 20 seconds. That means

Influencer Promo Codes Miss Most Sales and Credit Some They Never Earned

Influencer ROI measurement means estimating every sale a creator caused, not only the sales that used their code. Promo codes, still the most common tracking method, fail in two directions at once: they miss buyers who saw the post and searched your brand later, and they credit buyers who grabbed

AI Overviews Hit 83% of Brand Searches, and Wikipedia Is Writing Them

Google showed an AI Overview on 82.9% of US desktop results for branded keywords as of September 29, 2026, up from a 61.3% monthly average in July, according to an Ahrefs analysis of 232.8 million SERP crawls. The summary that sits above your own homepage is mostly