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Scale & Strategy

This is Scale & Strategy, the newsletter that’s cooler than the other side of the pillow…during a heatwave…with no AC.

Here’s what we got for you today:

• Google bans 39M accounts, faces another lawsuit, and LinkedIn teases a new ad format
• Ad-supported media time is dropping—slightly
• Exact Match Domains in 2025: Smart move or SEO relic?

Google bans 39M accounts, faces another lawsuit, and LinkedIn teases a new ad format

Another day, another Google lawsuit.

This time, it’s over Google’s search dominance—and it could cost the company $6.6 billion in damages.

The claim? Google’s alleged monopoly inflated ad prices, leaving marketers with no real alternatives. If they lose, UK businesses could see cheaper ads—and possibly a ripple effect across the EU.

As expected, Google denies the charges.

In related news, the search giant just dropped its 2024 Ad Safety Report, revealing it banned 39 million accounts and removed 5.1 billion “bad ads”last year. AI-powered enforcement flagged issues like:

• Ad network abuse
• Trademark violations
• Personalized ad policy breaches

Account suspensions are up 200% year-over-year, according to Barry Schwartz. Translation: If you’re advertising on Google, know the rules—and play by them.

LinkedIn’s new video ad format could be a win

LinkedIn is piloting a new Wire Program, which lets advertisers place video ads at the beginning of premium publisher content.

You’ll be able to choose publishers that align with your brand, which means more control and relevance.

It’s still in limited testing, but once this rolls out, it could offer a powerful way to stay in front of your audience—without relying solely on feed-based placements.

Ad-supported media time is dropping—slightly

Global media consumption is up to 57.2 hours per week in 2024, a 2.4% increase. But here’s the catch:

Time spent with ad-supported media is shrinking—expected to dip to 44.4% in the US and 52.3% globally.

Why? Two reasons:

• Digital device use may have peaked in developed markets.
• Consumers are cutting back on non-essential content and tech.

The silver lining? Analysts expect this dip to be temporary, with engagement rebounding during major events like elections and sports seasons.

For now, if your CTRs or impressions are softening, it might not be your ads—it could just be the cycle.

Exact Match Domains in 2025: Smart move or SEO relic?

Once upon a time, owning an exact match domain (EDM) like BestRunningShoes.com was a golden ticket. Rankings came fast, clicks poured in, and cash followed.

But that was then. Today, SEO is driven by AI, user intent, and brand trust—not just keywords in a URL.

So, do EDMs still matter?

Carolyn Shelby took a fresh look, and the verdict is… it depends.

The fall of the shortcut

Since Google’s 2012 updates, EDMs lost their magic. The algorithm now favors:

• Content quality
• Brand credibility
• User trust

If your domain matches a query and feels like a legit brand, it can still work. But if you’re just stacking keywords for ranking power, you’re playing a game that ended a decade ago.

Enter AI and LLMs

Modern search tools don’t just match terms—they interpret intent and context. Large language models care more about your reputation and content than your domain name.

That means:
​Brandable beats generic.​
Memorable names get shared more, earn backlinks naturally, and stand out across search platforms (even voice and AI search).

So, when does an EDM make sense?

• Local SEO: Keywords with geographic modifiers (e.g., DenverPlumbingPros.com) still hold weight for small businesses.
• Niche affiliate/review sites: A tightly focused EDM can draw clicks—ifpaired with real authority and solid content.
• Test projects: EDMs can help validate an idea before investing in long-term branding.

Final verdict: Should you buy one?

Only if there’s a strategy behind it. If you’re building a brand, and the domain supports it, great. But if you’re just chasing keyword juice, skip it.

In 2025, SEO isn’t about exact matches. It’s about recognition, relevance, and reputation. Choose a name people will remember—and search engines will respect.

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