Media Briefing: Publishers are rebuilding their newsrooms for the post-Google era

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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AI reshapes agency economics, but their contracts are still scrambling to catch up

In the age of generative and agentic AI, agencies are barreling toward a software as a service business model. That’s starting to show up in contracts.

None of the four agency execs Digiday spoke with, however, say they’re not ready to overhaul their MSAs — at least not yet.

Increasingly, agencies are using AI tools to automate more parts of the marketing workflow. They’re also peddling proprietary generative AI tools to woo clients, win new business and compete in the AI arms race. The ripple effects are seen in how accounts are staffed, how work gets produced and the cost structures of that work — all of which are typically listed out in Master Service Agreements (MSAs). 

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