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不再是铁板一块,广告媒体和谷歌的关系开始松动了

Core Insights - The relationship between media and Google, previously a strong alliance, is showing signs of strain as both parties seek to adjust their strategies [1][3][12] Group 1: Google's New Initiatives - Google is intensifying recruitment for advertising technology engineers and product managers to develop new tools for media partners, focusing on optimizing Ad Manager and AdX platforms [3] - A new tool called Offerwall has been launched, allowing media to implement a hybrid monetization strategy that combines advertising with content unlocking, which has been positively received by over 1,000 media partners, resulting in an average revenue increase of 9% [3][4][5] Group 2: Challenges and Risks - The rise of AI features, particularly AI previews, has led to a significant increase in zero-click searches, which have risen from 49% in 2019 to 70.2% in Q2 2024, causing a 26% drop in monthly traffic for news websites [6][7] - This decline in traffic has resulted in reduced ad inventory available for sale on Google's platforms, contributing to a $1.57 billion year-over-year decline in Google's advertising business [7][8] Group 3: Media's Response - Media companies are exploring diversified revenue models to reduce reliance on Google, with emerging platforms like ChatGPT and X (formerly Twitter) showing significant increases in traffic through new distribution methods [9] - The introduction of paid crawling services by companies like Cloudflare indicates a shift towards monetizing content access, although the success of this model depends on cooperation between AI companies and regulatory frameworks [10][11] Group 4: Future Outlook - For Google to maintain its leading position in content distribution, it must establish a genuine value-sharing mechanism with media partners, addressing revenue sharing, transparency, and data sharing [12]