How publishers are modeling – and mitigating – a future with significantly less Google search traffic

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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Ad Tech Briefing: Containerization moves from concept to competition

The programmatic supply chain has spent the past decade optimizing around distance — separating data, decisioning, and execution across multiple hops in the name of scale. Now, a growing cohort of ad tech firms is trying to reverse that architecture altogether.

On June 1, PubMatic became the latest to formalize that shift, launching its containerization layer, Decision Fabric, built on AgenticOS. The product allows partners — including inPowered, MiQ, Chalice, and SWYM — to run their own decisioning models directly within the supply path, as soon as an impression becomes available.

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