Category: In the News

The latest industry phrase keeping marketers awake at night is AI visibility.

The so-called zero-click reality has ushered in a slew of tools promising insight as to when and where a brand is referenced in AI chatbots. Google users are less likely to click through links when an AI summary appears in the results, according to Pew Research Center. Those who were met with an AI summary clicked on a traditional search result link in 8% of all visits, per the research. In contrast, those who didn’t encounter an AI summary clicked on a search result nearly twice as often.

As site traffic wanes and more people turn to LLMs, the industry is grappling with whether the tools are a strategic necessity or the latest ad tech grift.

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YouTube is giving brands something they’ve been asking for. The question is whether getting it makes them want something it can’t yet provide. 

The platform’s Creator Partnerships API, announced at the NewFronts earlier this sping, opens up creator performance data to a select group of third-party ad tech companies for the first time – who watches what, for how long and what that means for an advertiser trying to decide where to put money. It is not, however, an open door. Creators can opt out of being included entirely, and brands must actively opt in. What YouTube is building, in other words, is controlled infrastructure, not a data free-for all. 

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