In this episode of The MadTech Podcast, Anthony Hopper, founder of The Ninety-Niners, joins ExchangeWire CEO Rachel Smith and Grainne Reid, head of marketing and events.

The first story covers Google adding Search Profiles for US publishers and creators within Google Discover, and if this feature will compensate for the decline of publisher traffic caused by AI Overviews. The second is the UK implementing an official social media ban for under-16s. They discuss if this will be enough to prevent children from bypassing safeguards, and the youth backlash in countries that have enacted similar regulations, such as Australia.

Finally, Accenture is acquiring creator and social agency Whalar from Whalar Group. What does this acquisition mean for the creator economy, and what kind of innovation can we expect to see over the next few years?

Google adds search profiles to discover

Google is rolling out Search Profiles for publishers and creators in the US, giving them dedicated landing pages within Google Discover where users can follow their content and view articles, videos and social media posts in one place. The new profiles create a centralised hub intended to strengthen audience engagement and visibility within Google's ecosystem.

Initially available to publishers and creators with substantial followings on platforms such as YouTube, Instagram, TikTok and X, Search Profiles can be customised with bios, avatars, website links and social accounts. Google said the feature may also generate or enhance existing Knowledge Panels, helping publishers build a more consistent presence across Search. 

UK bans social media for under-16s

The UK has officially banned social media for children under 16, in a move intended to “give kids their childhood back”. The government plans to use the same model as Australia, which would capture user-to-user platforms such as Snapchat, TikTok, YouTube, and Instagram. 

The UK will also be the first to implement blocks on functions such as livestreaming and stranger communication with children. These restrictions will apply to a range of online services beyond social media, including gaming sites and AI ‘romantic companion’ chatbots. Ofcom will conduct a rapid study on effective age assurance measures for verifying whether someone is over 16, making it harder for children to bypass safeguards. 

July 8th, Sands Expo & Convention Centre. ATS Singapore 2026. This year marks fifteen years of ExchangeWire bringing together the people who actually run this industry in APAC. We’ve got some great speakers lined up, including Index Exchange CEO Andrew Casale, on stage in conversation with Ciaran O’Kane.

That's before you factor in the rest of the people on stage and in the room: senior buyers, sellers, traders, and decision-makers. This is where the industry figures out what it's going to do next, and you need to be in the room.

Accenture acquires Whalar

Consulting firm Accenture has agreed to acquire creator and social agency Whalar from Whalar Group, strengthening the creator and influencer marketing capabilities of its creative arm, Accenture Song. The deal reflects the growing importance of the creator economy, with social platforms increasingly shaping brand discovery, consumer engagement, and commerce. 

Whalar Group will continue operating independently under founders Neil Waller and James Street, while entering a three-year strategic partnership with Accenture Song focused on creator economy innovation.