Category: In the News

As sports marketing spend rises, demand among marketers for help managing and measuring the effects of that investment is also up.

A clutch of specialist, sports-focused ad tech and mar tech firms have emerged in recent years to fill that gap. It’s a niche that’s expanding quickly in the wake of brands’ enthusiasm for sports spending. PwC estimates the sports sponsorship market will rise above $160 billion by 2030 – and it was the hottest content to sell in this year’s upfront marketplace.

“It’s kind of a wild west,” said Gartner analyst Chris Ross.

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Google could be forced to shed AdX and hand publishers long-awaited settlements. Still, many fear it won’t matter: AI Overviews is hollowing out traffic so quickly that remedies may land after the industry has already bled out.

That frustration reflects the squeeze they’re under. 

Google’s AI Overviews is the latest blow to referral traffic and ad revenues, intensifying just as the Department of Justice’s ad-tech antitrust trial inches toward remedies. Publishers are watching the outcome of the remedies phase with a mix of bitter curiosity and grim resignation. Content to see some form of recompense, but cynical that any remedy will occur in time to repair the damage currently being done by declining referral traffic. 

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