Google launched its artificial intelligence-powered search engine, Search Generative Experience, in beta last May, sending publishers scrambling to prepare for a significant disruption in organic search traffic, with potential declines ranging from 20% to 60%, according to media executives and search engine optimization experts interviewed for this story.
A decrease in search traffic for publishers on the open web often translates to a decline in digital ad revenue. Marc McCollum, executive vice president of innovation at Raptive, estimates that with the current SGE, ad revenue loss could amount to as much as $2 billion annually across the publishing industry.
Raptive—which
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