Author: Sam Bradley

U.S. advertising spending is set to rise faster than expected this year, but so is the proportion of ad dollars spent through AI or automated campaign types like Meta’s Advantage+ or Google’s Performance Max.

The Interactive Advertising Bureau (IAB) estimates that U.S. ad spend will grow 12.3% this year, up from its previous estimate of 9.5%.

David Cohen, CEO of the IAB, said the upward revision was the result of strong spending around the Winter Olympics and soccer’s World Cup. “The first half was strong, major live events delivered, and advertisers have increasingly powerful tools in their arsenal to find and engage customers,” he said. 

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This week’s Media Briefing looks at how publishers are preparing for a “Google Zero” future by moving beyond SEO tweaks and reshaping their teams, roles and audience strategies around a post-search era.

• Rebuilding for a post-search era
• Jeff D’Onofrio named Washington Post CEO, DOJ sides with OpenAI in NYT lawsuit, and more.

Rebuilding for a post-search era

Publishers spent much of this year bracing for a world with fewer Google search referrals. Now, as fall approaches, they’re not just tweaking SEO strategies; they’re rewriting org charts, redefining audience teams and creating new AI-focused roles to survive a “Google Zero” future.

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