Category: In the News

Keeping the complexities of marketing channels in mind, Digiday+ Research has analyzed strategies and challenges across leading marketing channels — like creator marketing, CTV and social media — to identify key trends and best practices in our CMO Strategies series.

In this installment, Digiday+ Research focuses on an analysis of retail media, its role in marketers’ playbooks and how the industry has evolved.

As the retail media landscape continues to evolve, marketers are rethinking where they invest, how they measure success and which retail media networks deserve a larger share of budget. Although they once viewed retail media primarily as a lower-funnel performance channel, marketers are expanding their ad businesses beyond sponsored product listings into off-site media, streaming and full-funnel marketing. 

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USA Today Co. is testing different ways to reformat its website content for an AI bot audience to attract AI content licensing deals.

“We recognize that we have to create and format content for humans and for machines. And while we see a change in search-driven behavior, we also see entirely new ways to license, distribute and monetize the trusted content we produce every day,” said Mike Reed, chairman and CEO of USA Today Co., in a company earnings call on August 6.

Restructuring content formats and templates can help make it easier for AI systems to access, understand and cite USA Today’s reporting, improving the discoverability of its content in AI answer engines, Kara Chiles, USA Today Co.’s svp of product management, told Digiday. It’s part of the publisher’s larger GEO strategy to optimize for these platforms, she said.

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