"First, publishers should be thinking about how to work with LLMs and how to take advantage of this new answers economy - including enabling answers on their own sites. There's an opportunity for publishers to beat the LLMs at their own game. We're already seeing companies do this by embracing the concept of an answers economy on their own properties."
"That tension was wafting through the air at ALM. And that's exactly where my conversation with Anthony Katsur, CEO of IAB Tech Lab, started. He stepped right up to the challenge, outlining where publishers can reclaim lost value today, where AI will meaningfully change the revenue equation, and why 2026 could mark a real rebalancing of power between buy side and sell side."
Publishers need practical strategies to grow revenue in 2026 by reclaiming lost value, protecting premium inventory, and adapting to answer engines without breaking business models. Publishers should adopt an answers economy on their own sites by working with LLMs and enabling on-site answers to retain value and compete with external models. Publishers must focus on minimizing signal loss and maintaining high-fidelity, addressable audiences across constrained environments like Safari and other browsers. Privacy obligations remain critical as regulators continue to act, so publishers must embed privacy-preserving approaches while adapting monetization and audience strategies.
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