As Google's generative AI search feature, AI Overviews, disrupts the search landscape, publishers face significant challenges. With referral traffic decreasing by 30-50% since May 2024, Business Insider CEO Barbara Peng announced workforce reductions and the shutdown of most of its commerce business, citing reliance on search. The analysis indicates that Business Insider's traffic has halved from 2020 to now. While some express concern over affiliate revenue models, other publishers remain optimistic about adapting to the new AI-driven environment.
"How much of our audience is going to stop before they ever get to us? If your revenue is primarily programmatic or affiliate and even direct, it's really going to affect you."
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