Category: In the News

Tom Pachys, co-founder and CEO, EX.CO

Publishers don’t face small shifts in trends like other industries do. Instead, they’re weathering a relentless wave of changes: algorithm shifts, SEO overhauls, Google cookie deprecation, made-for-advertising sites, ad tech commoditization.

Once, search traffic was a dependable faucet. Now, AI-powered zero-click summaries have rerouted that stream. Organic visits can drop 34% to 79% when AI previews appear in search. In one striking report, news publisher visits plunged from 2.3 billion to 1.7 billion — a 25% loss. More broadly, zero-click search accounted for nearly 69% of news queries as of May 2025, up from 56% in May 2024, as user behavior continues to shift.

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Craig Chinn, svp of advertising sales, Americas, TiVo

Advertisers know better. And yet, they can’t resist the nostalgic temptation to view CTV simply as linear TV, albeit with faster, bigger distribution pipes.

Nearly half of viewers power on their televisions without knowing what they’ll watch. This moment of openness represents valuable real estate in modern advertising. The home screen’s virtues go beyond size or prominence, due to the mindset it captures. It has evolved from a simple navigation tool into a critical decision point where discovery, intent and action converge.

Many in the ad industry haven’t fully grasped that the centrality of the CTV home screen makes it a perfect vehicle for directing attention. And that means there are opportunities for advertisers who grasp, right now, that CTV is where the eyes are — it requires an attitude adjustment. It’s about a fundamental reimagining of how brands connect with audiences at their most receptive moment: when they turn on their TV.

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