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

June 02, 2026 Presented by The threat of the 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. Advertisement TOP STORY Zero-click Future How publishers are modeling – and mitigating – a future with significantly less Google search traffic Publishers are modeling the business impact of a zero-click future and developing growth strategies for the Google AI search era. OTHER THINGS TO KNOW Nine in 10 U.S. consumers say they’re open to watching short-form vertical clips on publisher sites. Partner insights from EX.CO. As it becomes possible to interpret content in a more detailed way — including the intent, tone and emotional signals surrounding it — context begins to take on a more central role in how impressions are evaluated. Partner insights from Seedtag. Shifting sports rights to streamers has made regional and local sports that much more valuable because fragmentation makes it much harder for national buys alone to reach local fans effectively. Partner insights from DIRECTV Advertising. A MESSAGE FROM BASIS Why unified, AI-driven advertising is becoming essential Today’s fragmented media landscape isn’t doing modern advertisers any favors, as siloed channel strategies create blind spots and affect results. Basis is helping marketers overcome this with Compass, an agentic AI solution that accelerates planning and activation across all channels, from the open web to walled gardens. And its SmartBid AI optimization technology analyzes dozens of live performance signals to make continuous, goal-aligned adjustments throughout campaigns, so advertisers see stronger results. Read more MARKETING The Creator Economy Why retailers like Target and Aerie are moving beyond straight affiliate deals with creators Creator programs are changing as retailers like Target and Aerie realize they require a multifaceted approach that doesn’t just rely on affiliate links. Navigating Economic Instability Rising gas prices may push more household spending toward Amazon The spike has squeezed household budgets and changed how people shop. Consumers are pulling back on discretionary spending and foot traffic is in decline. PARTNER INSIGHTS FROM CONTENTFUL How teams are embracing AI without losing the human touch While AI is changing how work gets done, it’s not changing who does it just yet. The focus now is shifting from finding the perfect tech stack to prioritizing AI that works alongside marketers. PARTNER INSIGHTS FROM OPTABLE How publishers are adapting to agentic advertising As advertisers test autonomous buying systems and agent-to-agent transactions, publishers are weighing how to stay discoverable, competitive and in control. Advertisement MEDIA & PLATFORMS Member exclusive Ad Tech Briefing: Containerization moves from concept to competition PubMatic’s launch underscores a broader shift to push decisioning into the supply path. The Business of AI ChatGPT ad delivery struggles are testing advertiser patience OpenAI’s ChatGPT ad pilot faces under-delivery and other reporting issues, ultimately testing marketers’ patience. PARTNER INSIGHTS FROM ADJUST By migrating measurement systems, organizations are unlocking better long-term outcomes For many companies, migration becomes necessary when existing systems can no longer support the speed, complexity or coordination required across teams. ICYMI Brands in Culture In Graphic Detail: Why the best brands are relearning how to entertain first, advertise second Read on to learn more about the factors driving that shift, in graphic detail. 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