Google, ChatGPT, and other AI platforms are answering more and more questions directly. That’s convenient for users. But for publishers, it can become a problem: If the answer is already available in search or a chat, there’s no need to click through to the website. Omar Piras, Vice President Supply Northern, Central & Eastern Europe at Teads, says referral traffic in Europe has declined by 20 to 30 percent.
Is this the much-discussed “traffic apocalypse”? And how can publishers respond without driving away their remaining users with even more advertising? That’s what Verena Gründel discusses with Omar Piras on the DMEXCO Podcast. For him, publishers need to rethink one question above all: What is a website visit actually worth?
While traffic from external sources is declining, another source is becoming increasingly important: Internal recirculation already accounts for 42 percent of page views. Search, by comparison, accounts for 24 percent, while social media accounts for just 10 percent. What can publishers learn from this when it comes to monetization?
On the podcast, Omar Piras explains why publishers should start thinking more in terms of sessions rather than individual page views, what role AI plays in this shift, and how declining traffic could potentially even become an opportunity. According to Piras, Teads’ experience with around 25 publishers worldwide shows that this approach can deliver business results:
“On average, we see a revenue lift of around 10 percent in this type of environment. We work with around 25 publishers worldwide, and across all of them, we’re seeing very positive signs that this is a good way to address the challenge of declining page views and generate more revenue.”
Here’s What Else You’ll Learn in This Episode:
- How much AI Overviews are already changing publisher traffic.
- Why more ad space doesn’t automatically mean more revenue.
- Why internal recirculation is becoming increasingly important for publishers.
- What these changes mean for advertisers and agencies.
- How Omar Piras sees the future of publishers in the open web.
Don’t miss it – grab your headphones and tune in now!
