Referral traffic is on a downward trend, causing uncertainty among publishers about the effectiveness and potential of generative search optimization. A feature in the Future of TV Briefing includes a Q&A session with YouTube creator Jonathan Katz-Moses and Slow Ventures' Billy Parks discussing the current investment climate for independent creators. Meanwhile, many marketers are heavily investing in Google's AI-driven advertising tools, although some express concerns about the efficacy of this approach for their campaigns, questioning if it aligns with their advertising goals.
Despite the decline in referral traffic, skepticism around generative search optimization remains prevalent among publishers as they evaluate its potential effectiveness and impact on their content strategies.
In a Q&A featuring YouTube creator Jonathan Katz-Moses and Slow Ventures' Billy Parks, insights on the investment landscape for creators running independent ventures were discussed, shedding light on current trends.
Many marketers continue to invest heavily in Google's AI-driven advertising platform, but one marketer highlights that reliance on such tools may not yield the most beneficial outcomes for advertising strategies.
The industry faces challenges as referral traffic diminishes, prompting publishers to reassess their approaches, with a notable reluctance to embrace generative search as a solution.
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