Author: Sara Guaglione

USA Today Co. is testing different ways to reformat its website content for an AI bot audience to attract AI content licensing deals.

“We recognize that we have to create and format content for humans and for machines. And while we see a change in search-driven behavior, we also see entirely new ways to license, distribute and monetize the trusted content we produce every day,” said Mike Reed, chairman and CEO of USA Today Co., in a company earnings call on August 6.

Restructuring content formats and templates can help make it easier for AI systems to access, understand and cite USA Today’s reporting, improving the discoverability of its content in AI answer engines, Kara Chiles, USA Today Co.’s svp of product management, told Digiday. It’s part of the publisher’s larger GEO strategy to optimize for these platforms, she said.

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As it works under new corporate leadership at a holding company level and regionally in the Americas, Dentsu is narrowly focusing on expanding and consolidating its commerce media offerings. To that end, Digiday has learned that Dentsu has hired Aisha Khan away from WPP Media to helm the offering as head of retail & commerce for Dentsu North America. Khan most recently was executive director of retail media and digital commerce for that holdco’s Unilever client.

One reason for that move: the commerce media and retail media worlds continue to grow at impressive rates. Brian Wieser’s Madison & Wall recently noted that commerce media in the U.S. grew by 25% year-over-year in 2Q26 (excluding political ad revenue), just up from 24% growth in 1Q26, “reinforcing its position as one of the fastest-growing parts of the advertising industry,” Wieser wrote on August 20.

Beth Ann Kaminkow, CEO of Dentsu Americas who also is the holdco’s chief global client officer, explained that Dentsu has the right pieces in place for a concerted commerce and retail media offering but needed the right leadership to help it all gel effectively for clients that reach that world including Dick’s Sporting Goods and Dollar General.

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