How should publishers respond if artificial intelligence (AI) dominates and absorbs all search traffic?
Taboola CEO Adam Singolda advises publishers to proactively address the looming threat of generative AI content stealing their search audiences. Facing potential traffic drops, publishers must adapt strategies to maintain revenue. Key recommendations include negotiating fair compensation deals with search engines and AI operators, revitalizing homepages to foster repeat visits with AI-driven, personalized content, embracing AI as a valuable ally, shifting focus from pageviews to readers’ lifetime value (LTV), and seizing control of their audience through newsletters, browser notifications, and strategic partnerships. In the era of gen AI, Singolda emphasizes the need for bold, innovative ideas to navigate the evolving landscape of online media consumption.
In this transformative landscape, publishers need to strategically pick battles, acknowledging the inevitability of generative AI while finding ways to collaborate and secure fair terms. The Canadian publishers’ attempt to demand payment from Google Bard serves as a reminder that negotiations and collaborations can shape the industry’s future.
The call for a “rebirth of the homepage” underscores the importance of making publisher websites habitual destinations for readers. By infusing AI-driven, personalized content, publishers can emulate the success of platforms like TikTok, providing a compelling reason for users to spend more time on their sites.
Recognizing AI as a friend rather than a foe encourages publishers to explore the myriad ways AI can enhance their operations. From automating content creation to optimizing user experiences based on individual preferences, AI offers untapped potential that can contribute to a publisher’s success in a rapidly changing landscape.
Shifting the focus from short-term metrics like pageviews to a more sustainable approach centered around readers’ lifetime value is a strategic move. By diversifying monetization strategies and optimizing for long-term user engagement, publishers can weather fluctuations in traffic and revenue.
Lastly, the emphasis on owning the audience highlights the importance of direct-to-consumer strategies. Building strong relationships through newsletters, browser notifications, and partnerships ensures that publishers maintain a direct line of communication with their audience, mitigating the impact of external shifts in the digital landscape.
As Singolda concludes, the era of gen AI demands not incremental changes but “10x type ideas.” Publishers must embrace innovation, collaboration, and strategic thinking to thrive in this evolving media landscape.
