Category: In the News

New data is reinforcing a structural shift in how AI systems access publisher content: AI models are increasingly scraping publisher content, regardless of bot-blocking measures or content licensing deals meant to control usage, improve attribution or drive referral traffic.

New research from analytics firms and bot-tracking companies shows AI tools are increasingly crawling publisher sites as inputs for AI-generated summaries and training, while sending back only limited referral traffic.

The result is a traffic imbalance, but also a redefinition of how publishers’ content is used — less as destinations for readers, and more as infrastructure for AI products they can’t control.

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There may be trade tensions between the U.S. and Canada thanks to on-again off-again tariff threats, but that’s not stopping a Canadian-based independent shop from gaining a stronger foothold in the U.S. market as it expands its North American reach. 

Digiday has learned that independently owned experiential and retail media specialist agency Salt XC, based out of Toronto, has just made its second purchase in a year in the U.S., buying Craft & Commerce, a full-service media agency with bases in New York, Chicago and Florida. Terms of the acquisition were not shared. 

Although Salt XC already has operated in the U.S., the goal with this purchase was to expand its regional reach as well as its full-service media offerings, explained Jil Lohnes, president of connected services at Salt. Intersecting the worlds of experiences and media, to her thinking, reflects where the world of marketing is going today. 

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