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Philadelphia Cream Cheese has stopped paying for search ads, at least to prospective shoppers on Google.

Over the past year, the Kraft Heinz-owned CPG brand has phased out its traditional search ad spend, opting to put those dollars instead into retail media and broader channels, according to Maddy Zingle, vp of marketing for Philadelphia Cream Cheese at Kraft Heinz.

“People are not typing ‘cream cheese’ into Google,” Zingle told Digiday. “Where we are trying to integrate is more into the actual recipes and the usage occasions, as opposed to just buying branded search terms.” Zingle declined to specify how much the CPG brand is spending on retail media.

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The surge in AI content licensing marketplaces has created a new wave of opportunities for publishers — just not much money yet.

“I think there’s a boom in companies who claim they will sell your content for money, and not yet a boom in the money from those deals. So there seems to be more of these marketplaces every minute. But not all of them are going to be meaningful,” Jon Roberts, chief innovation officer at People Inc., said onstage on Monday as the keynote speaker at the Digiday Publishing Summit in Vail, Colorado.

As tech companies develop AI licensing marketplaces for publishers’ content, the number of deals is climbing but the economics remain largely unproven. Roberts broke down the opportunities he’s seeing that could generate real revenue for People Inc. and publishers at scale – and how it could work in their favor.

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