"Here's the good news: Breaking news searches rarely generate AIOs. This caveat, combined with the fact that most of the Daily Mail's search traffic is deliberate, means there's only been a "very, very low single-digit" percentage drop in overall traffic due to AIOs, Steven said at last month's Digiday Publishing Summit Europe."
"From Google's perspective, though, a clickthrough rate decline for certain publishers isn't a problem in terms of revenue. Google can monetize the conversions that involve an AIO or a sponsored link within the AIO."
"Live For The App-Pause Pause ad formats have been around for years. (Hulu first rolled its out in late 2018 !) But, as AdExchanger knows from recent conversations with and , the format is becoming more available on a programmatic basis, making it easier to buy across multiple platforms."
"The hope is that these performance-based capabilities might counteract the obvious drawbacks of a pause format - namely, that only a small portion of viewers are going to see it in the first place. Also that it might end up distracting those viewers from the content they were trying to watch."
AIOs (answer boxes) are reducing clickthrough rates for some publishers while breaking news searches rarely trigger AIOs, limiting overall traffic loss. The Daily Mail reports only a very low single-digit drop in traffic because much of its search traffic is deliberate. Google can still monetize conversions that occur within AIOs or via sponsored links, reducing publisher revenue impact. App-pause ad formats have existed since 2018 and are becoming programmatically available, enabling cross-platform buys. Media companies are prioritizing shoppable and interactive pause ad elements, but pause ads reach only a small portion of viewers and risk distracting them. Warner Bros. Discovery is evaluating pause ad placement against mature content due to format awkwardness near violent or explicit scenes.
Read at AdExchanger
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