Author: Kimeko McCoy

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How long can FOMO support OpenAI’s ad business? That’s the question likely hanging over the head of OpenAI’s global head of ads, David Dugan, right now.

It’s been a few months since OpenAI officially began testing ads inside ChatGPT, and things are progressing quickly. Marketers shelled out minimum ad commitments — up to $250,000 in some cases — seemingly based on the fear of missing out on the AI visibility boom. Now, those same marketers are reporting under-delivery issues.

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Publishing execs aren’t convinced if — or when — Google Zero will happen, but they’re preparing for the worst anyway: a future where Google search stops driving traffic to their sites, and becomes a destination for information.

The threat of this zero-click future feels more real after Google’s last developer conference, where execs announced sweeping, AI-powered changes to search designed to keep users on the search page. 

Publishers including Condé Nast and Time are strategizing for Google referral traffic tanking. Naturally, approaches vary depending on the publisher and how Google-dependent they are. Digiday spoke to six execs at large publishers about how they’re modeling for less Google traffic.

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