How USA Today Co. is trying to beat AI Overviews on World Cup news

June 18, 2026

Presented by

In the fight for visibility in an AI-powered search era, USA Today Co. is betting that speed can still beat the machines. After using AI-assisted, pre-written “shell files” to help boost traffic to Winter Olympics coverage, it’s rolling out the same strategy for this summer’s FIFA World Cup 2026.

The race to win Google search now starts before AI can get there. USA Today Co. is pre-writing articles — with the help of AI to pull related content from its archive — so it can be ready with breaking news stories the moment they happen.

TOP STORY

The Business of AI

How USA Today Co. is trying to beat AI Overviews on World Cup news

USA Today Co. is using AI tools to beat AI Overviews in the race for World Cup search traffic around breaking news.

OTHER THINGS TO KNOW

The Next Gen Store Awards honor the brands and retailers experimenting with in-store technology, innovative store formats and standout activations, redefining how consumers engage with physical retail. Enter by July 10 to save.
The DSP is the control panel of modern advertising. It determines what runs, where, how often and how success is defined. If ACR data sits outside the DSP, value leaks at every step. Partner insights from Nexxen.
If organic search pageviews are the primary KPI, publishers are optimizing for a shrinking channel. Publishers who shift toward engagement depth, user conversion rates and subscriber lifetime value are best positioned for upcoming platform changes. Partner insights from Piano.

A MESSAGE FROM T-MOBILE

Meet Every Moment with T-Mobile Advertising Solutions

Together with Blis and Vistar Media, we help brands make meaningful connections with millions of customers. Go beyond reach and drive results with ads that are more relevant, effective, and connected.

Learn more

MEDIA & PLATFORMS

The Business of AI

Yahoo DSP is launching an 'agent network'

Yahoo positioning itself as an alternative to the industry’s emerging black boxes as part of a 23-partner network.

Member exclusive

Media Briefing: The new World Cup SEO playbook: What’s in and what’s out

The World Cup is no longer a guaranteed search traffic bonanza, pushing publishers to rethink SEO and audience strategies.

PARTNER INSIGHTS FROM OPTABLE

The state of agentic advertising

From investment and readiness to barriers and impact, publishers, advertisers and agencies are all engaging with agentic advertising in their own ways — and to different degrees. Read this report to learn more.

PARTNER INSIGHTS FROM 3C VENTURES

How vocabulary convergence leads marketers to pay for unnecessary capabilities

Agency platforms increasingly rely on the same language, like AI-powered, agentic and end-to-end; yet, without any industry-standard definitions, making meaningful comparisons is difficult for marketers evaluating potential platforms.

THE BUSINESS OF AI

Audio Anywhere

AI podcast experiments march on with Forbes’ new daily audio briefing

Forbes bets on AI-generated audio with a five-minute daily news brief. Stories are selected by product, editorial and an internal AI tool.

AI Revenue Generation

How a German publisher JV is turning LLM visibility into a premium brand buy

Germany’s BCN, the joint-venture commercial arm of three major publishing houses – Hubert Burda Media, Funke and Klambt – is rolling out a commercial product that helps brands get properly surfaced and described inside ChatGPT, Gemini and other AI assistants, not just on traditional search results pages.

PARTNER INSIGHTS FROM APPSFLYER

Why mobile’s measurement playbook is the answer to web fragmentation

As cookies become less dependable, platforms operate inside their own measurement environments, and AI changes discovery, web signals are splintering. Mobile marketers have already learned to navigate fragmentation — their measurement playbook offers answers.