Category: In the News

Kenneth Suh, Chief Strategy Officer, Nexxen

The rise of zero-click search — in which users get answers through AI-powered summaries without ever clicking through to a website — has disrupted the once-reliable flow of referral traffic from search for many publishers. Unfortunately, fewer page visits mean fewer opportunities for monetization, creating fresh challenges for media outlets hoping to sustain growth.

It’s not yet clear what form this will take in the future — how artificial intelligence may continue to reshape the media ecosystem. Still, there’s reason to be confident that part of the solution, for now, lies in curation.

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Alex Herguth, vp of publisher development, PubMatic

A fundamental shift is underway in how consumers discover products and make purchasing decisions. Generative AI platforms, such as OpenAI’s ChatGPT, Anthropic’s Claude and Perplexity, among others, are becoming the new front door to the internet. Users are increasingly turning to conversational interfaces that synthesize information, personalize results and guide purchase decisions in real time.

While there has been fear about the impending impact to web traffic, not enough people are talking about the significant opportunity this trend creates for the advertising ecosystem. The question isn’t whether these platforms will monetize; it’s whether they’ll build the next generation of walled gardens or integrate with the open web infrastructure that has powered digital advertising for two decades.

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