Category: In the News

Even with TikTok’s future in the U.S. seemingly secured, advertiser confidence hasn’t followed suit. Some marketers are already planning, they anecdotally told Digiday, to scale back their spending there next year.

There’s still too much uncertainty around who will oversee the app and how it will be run for advertisers to justify bigger bets. And it will stay that way until there’s more clarity on what comes next.

“A new, U.S.-based version of TikTok would need to be vetted and understood before advertisers feel confident investing large amounts of advertising dollars in the platform, even if it maintains TikTok’s core functionality,” said Courtney Werpy, associate director of performance media at Collective Measures.

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Generative AI platforms are exploding, as more people use these tools for search. And while this means AI referrals to publishers are growing too, it’s not nearly enough to make up for the losses in Google search referral traffic that many are experiencing.

But some publishers are seeing decent visibility in AI platforms, particularly ChatGPT and Google’s AI Mode. AI platforms rely on traditional search indexes — like Google and Bing — which means abiding by the same general rules as traditional SEO, and ensuring content is easily accessible and understandable by AI crawlers, according to Semrush’s “AI Visibility Index” report that came out last month.

The best way publishers can truly improve their AI visibility is to get a licensing deal with AI platforms – especially since publishers are unlikely to see comparable referral traffic to the pre-AI days, according to Semrush president Eugene Levin. The licensing deals between publishers and AI companies often promise publishers prominence in AI search results, helping them get in front of eyeballs with the attribution.

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