Category: In the News

Omnicom’s acquisition of Interpublic Group is only a few weeks old, but its combined offer to the market will soon be put to the test. 

Digiday has learned that the group’s top cadre in recent days has begun meeting with pitch consultants across the industry as they preview the group’s approach to next year’s slate of new business pitches. The cadre is said to include Omnicom Media CEO Florian Adamski, chief client officer Jacki Kelley, chief client experience officer Andrea Lennon and chief growth and solutions officer George Manas.

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One thing became clear this year: AI platforms are changing where, how and how much referral traffic gets sent to publishers’ sites. 

It’s a topic we covered often this year. ChatGPT referral traffic nearly doubled, but is still a very small percentage of publishers’ overall traffic. Google’s AI Overviews, its AI-generated summaries on the search page, reduced click-through rates across more search queries. And as the year comes to a close, publishers are figuring out how to maintain brand visibility in AI search.

The five graphs below illustrate where AI referrals stand today — which platforms are gaining share, sending traffic and driving conversions. Together, they reveal a new audience pipeline forming outside of traditional search and social platforms, giving a preview of next year’s competitive landscape for publishers.

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