The demise of cookies is disrupting the open web, making monetization less appealing for publishers. However, the industry is slow to adapt, with few publishers looking at alternative ID solutions. The rise of generative AI interfaces is also making search a less reliable referral source for publishers, potentially impacting over $40 billion in annual ad revenue for marketers. Publishers are urged to be cautious in cutting early deals with gen AI firms to avoid undervaluing content and over-dependence.
Key takeaways:
- The New York Times is running more mid-funnel-driving campaigns for buyers, as well as brand and performance objectives, across non-news environments like cooking, shopping, sports and games.
- The demise of cookies is disrupting the open web, making monetization less appealing for publishers. However, the industry is expected to find alternative solutions to target audiences.
- Generative AI is posing a challenge for publishers who rely on intent-based ad models, with some estimating Google’s Search Generative Experience will impact over $40 billion in annual ad revenue for marketers.
- Publishers are being urged to prove their value to ad partners as brand and performance objectives converge, with more publishers able to demonstrate their worth.