An estimated 100 of the 300 websites that belong to the Independent Publishers Alliance are unlikely to survive the next 15 months, a board member has warned, as referral traffic from Google dries up.
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Advertisers should be dismayed. Instead, Google’s victory in court proves how deeply our industry has normalised monopoly.
The decision by a US district judge has sparked debate around whether enforced remedies will go far enough in tackling Google’s search monopoly and the implications for the wider digital ad ecosystem.
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The Professional Publishers Association has proposed the CMA introduce conduct requirements for Google and others around transparency and clear attribution.
We might soon treat high-performing organic content as searchable assets and marketers may need to reframe how they evaluate performance. The walls are coming down.
Publishers without a sufficiently diversified business model — and strong brand affinity — face sharp declines in revenue without reliable referral traffic. The same is true for brands’ websites and KPIs will need to change.
Any improvements in measurement should be welcomed. But what if Barb’s development does more harm than good? Does reporting on just 200 channels actually say anything?
Barb data has delivered the TV industry a new narrative about UK YouTube audiences. Will it change advertiser behaviour?