This week’s Media Briefing looks at the real conversations publishers are having in Cannes – how much of the AI and agentic media buzz will turn into actual money, and what it all means for who pays for the open web.
- More publishers package and sell AI visibility – aka GEO – to brand advertisers.
- Penske Media acquires remaining assets of Vox Media including Eater, The Verge, The Dodo, Popsugar, and SB Nation.
Croisette conversations: sorting the real from the hype
For publishers, Cannes this year isn’t just about showing up for clients and sponsors. It’s a mid‑year checkpoint on two hard questions: who is going to pay for the open web in an AI world, and whether agentic media buying is a real fix or just a freshly branded ad‑tech tax.
The rosé is still flowing, but it feels like a veil over a different set of worries than in previous years. For some, the week is about cutting through the noise that has built up since CES in January.
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