Author: Krystal Scanlon

Agencies are often expected to have all the answers for their clients, and pre-empt any issues before they even arise. Behind the scenes, though, the way they operate can be a different story.

In this edition of our Confessions series, where we trade anonymity for candor, a former exec from an independent ad agency talks through the frustrations they’ve had with the way their company operated on the inside.

This conversation has been edited and condensed for clarity.

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This week’s Media Briefing will look at how the open web is splitting between human audiences and AI crawlers — and why publishers are betting on stronger brands and diversified audience strategies to survive the shift.

• An open web divided
• The New York Times tests an AI-generated search feature, The Athletic is in talks with Kalshi, and more.

An open web divided

The open web isn’t dead — it’s just changing shape. As human traffic becomes harder to attract and AI crawlers absorb more publisher content, the web is splitting into two audiences. That’s forcing publishers to rethink the economics of the open web, and shift their focus from chasing scale to building strong brands with diversified content strategies that resonate with audiences.

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