Publishers eye the rise of agentic browsers

December 31, 2025 Now, publishers are watching agentic AI browsers closely because they're a new kind of middleman: instead of sending readers to sites, they can read, summarize and act on information inside the browser itself. And that could further cut publishers out of both clicks and the audience relationship, just as AI search is already doing. TOP STORY No playbook, just pressure: Publishers eye the rise of agentic browsers For the bulk of publishers, Google is, as ever, the one to watch. It's already got agentic features within its Chrome browser, but that's the tip of the iceberg, some say. OTHER THINGS TO KNOW First-party data offers publishers, commerce media networks and social platforms deeper insight into their audiences for targeting and measurement. Partner insights from Nexxen. About two-thirds of brands and agencies said their off-site media spend on RMNs has increased since 2023, while 22% said their spend has remained the same, according to a survey-driven State of the Industry report. Partner insights from Instacart Ads. When marketers treat the holidays as the start of their next cycle — not the end of the last one — they don't just deliver revenue, they build resilience. Partner insights from Intuit Mailchimp. Advertisement MEDIA & PLATFORMS Marketing in Sports Cheez-It bets on 'Prince Cheddward' mascot in an overcrowded sports marketing arena To cut through sports marketing noise, Cheez-It is resurrecting Prince Cheddward and betting on nostalgia. PARTNER INSIGHTS FROM URBAN ONE The ROI impact of representation, inclusivity and cultural fluency Nearly 80% of U.S. consumers believe Black Americans are influential, while 51% of Gen Z and millennials are more trusting of brands and products when Black consumers are accommodated for. YEAR IN REVIEW Retail Revolution Amazon has abruptly cut its Google Shopping ad spending – cue the speculation Retail titan Amazon has pulled back from a key Google e-commerce ad channel, opening up opportunity for smaller advertisers. PARTNER INSIGHTS FROM NEXXEN Why publishers should shift from clicks to curation It’s not clear what form zero-click search will take in the future — how artificial intelligence may continue to reshape the media ecosystem. Still, there’s reason to be confident that curation is part of the solution. Advertisement Marketing on Platforms Fragmentation comes to search advertising as marketers grapple with shifting search behavior Search ads are changing. Here’s how marketers are preparing for a new search landscape. The Creator Economy Brands' interest in "Grand Theft Auto" is mounting — but questions about brand safety remain Although it remains unclear whether Rockstar's stance toward brands will soften for "GTA 6," the game developer is certainly aware of "GTA's" power as a distribution network, both for its own products and for outside advertisers. PARTNER INSIGHTS FROM THE WEATHER COMPANY WTF is weather targeting? Weather targeting can predict the exact moments when weather shifts a consumer's mindset toward purchase, delivering deeper emotional resonance that drives both immediate sales and long-term brand growth. Marketing on Platforms Meta moves into controversial ad space: principal-based trading Meta is now in the principal-based buying business, putting its own twist on the hotly debated practice in talks with agency holdcos. DIGIDAY+ IN REVIEW Member exclusive Digiday+ Research 2025 Influencer Index: Key strategies influencers use to drive engagement on Instagram Digiday's 2025 Influencer Index measures the impact influencers have on consumers' purchasing behaviors. This first installment looks specifically at Instagram. Written by Jim Cooper and Sara Jerde Were you forwarded this email? Sign up to get it daily. Advertise | Digiday+ | Events | Awards Update your email | Unsubscribe | Privacy policy