The tone has flipped: instead of lamenting lost clicks, publishers are outlining where and how they’re building sustainable growth.
That’s been a key throughline in third-quarter publisher earnings calls: People Inc. saw search traffic declines that hurt its overall digital ad revenue, but was confident its strategy to focus on AI licensing and off-platform reach would help it overcome these challenges going forward.
Meanwhile, USA Today Co. (recently rebranded from Gannett) and Ziff Davis seemed to downplay the negative consequences of referral traffic in general, reporting traffic increases, albeit small ones.
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