Google and TikTok are considering a new partnership that would involve incorporating Google search features, and potentially even search results, into TikTok's search functionality. This potential collaboration comes in response to TikTok's growing popularity among younger users, positioning it as a favoured search engine. For Google, this partnership represents an opportunity to expand its market share.Google has faced scrutiny regarding its dominance in web search, primarily through distribution agreements with companies like Apple and Samsung. TikTok, on the other hand, could benefit from improved content discovery, as Google indexes more of its content and displays more TikTok-related results in search. This could also impact Google's short-video platform, YouTube Shorts, but given TikTok's immense popularity, it could be a win-win for both platforms.It's important to note that these are speculations until an official agreement is reached and announced. Nevertheless, this partnership holds intrigue for digital marketers, particularly with TikTok's emergence as a search companion.A video posted by app researcher Radu Oncescu reveals that some TikTok users are now seeing a new prompt in their search results within the app. This prompt encourages users to expand their search on Google. While it resembles a custom advertising unit, TikTok clarified that it is not an advertisement.According to a Business Insider report, a TikTok spokesperson confirmed that the company is experimenting with third-party integrations within the TikTok app, including a trial with Google. This feature is being tested globally in various markets and is not an advertising unit. Google, however, did not provide further details or comment on any financial arrangements between the two companies as part of this partnership.In summary, this custom integration with Google is designed to enhance user experience by providing more context and enabling greater discovery within the TikTok app.

Fadi Sader has been signed-in as the new Digital Director at Fusion5, a diversified media solutions agency of Middle East. Fadi Sader is an experienced professional with 10 years of experience. Before joining Fusion5, he was Head of platforms and Performance Media at Wavemaker in South Africa. For him the transition from Wavemaker to Fusion5 was a calculated and passionate decision. Fusion5’s ethos, its commitment to excellence in performance marketing, and its vision for the future resonated deeply with him as an expert in developing companies. Dubai, a hub of innovation, a melting pot of cultures, and a beacon for businesses aiming for global impact, beckoned him.  He said: “As Head of Platforms & Performance Marketing at Wavemaker, Johannesburg, I designed a strategic monetisation blueprint that reduced cost per thousand reach by 62% and yielded a 5.6x revenue return. Leading a diverse team of 11, I fostered collaboration and career advancement.”Fadi Sader has worked with various companies, handling key positions. At EST8 Digital, he directed a lead generation campaign, resulting in a remarkable $9.7 million in revenue within three months and contributing to a 15% increase in annual client revenue. Similarly, at LYST Property Consultants, he was responsible for accelerating marketing and sales efforts for a $100 million property portfolio. He has a track record of innovative marketing strategies, client savings, and optimisation through analytics tools. At Fusion5, Fadi Sader aims to amplify the brand’s presence, drawing from his experiences and infusing them with the dynamism of the Fusion5 team. Natale Panella, Head of Digital at Fusion5, welcomed Fadi in the Fusion5 family.