Q2: Steering Group Meeting Notes

Published: 02 Dec 2025

Ad Ops

• Group members continue to actively experiment with AI tools, including Google Gemini and custom GPTs, to support content creation and audience analysis, though these tools are not yet fully embedded into daily operations. Some have adopted custom GPTs to generate both editorial and sales content and can now extract audience trends to support commercial decisions. Concerns were raised about legal and ethical risks as well as the fact that AI-powered search tools may be disintermediating publishers by providing answers directly to users, reducing the need for them to visit source sites.
• There was a shared concern around protecting proprietary data when engaging with generative AI platforms like Gemini, with AOP noting that Vertex is an incognito option that uses Gemini but does not allow any information to leak, as well as allowing for search within your own and operated. Tools like Illuma were cited as valuable for extending first-party data into scalable targeting opportunities, with comment on a successful partnership that enabled better data enrichment and privacy-safe reach. Elsewhere, efforts are being made to build internal capability and confidence, with some creating ‘AI champions’ within their organisations, who are tasked with reviewing training and encouraging responsible adoption across departments.
• Issues around AI legislation, brand safety, and transparency continue to be prevalent. It was reported that some vendors are manipulating ads.txt files and misleading buyers, as highlighted in recent Digiday coverage here. The group expressed frustration over the lack of enforceable regulation, and it was noted that greater legal clarity is needed. It was suggested that the ICO might introduce temporary exemptions for publishers who can demonstrate responsible data usage for analytical purposes only. Publishers are encouraged to prepare a defensible position by documenting their use of personalised targeting and benchmarking their practices against competitors to avoid being penalised under evolving compliance frameworks.
• First-party data strategies continue to be a challenge, particularly when it comes to user registration and consent. Some are rolling out more sophisticated data collection processes but report difficulty in getting users to engage. New identity solutions, such as Utiq, are being tested, offering embedded consent mechanisms and seamless user experience. Some group members are exploring innovative approaches, such as segmenting users by analysing user comments, to develop consented, personalised audience profiles. The group discussed a growing trend toward re-consenting users to enhance ID targeting capabilities, while others still make strong use of zero-party data. There is an upcoming ICO meeting, which may influence how publishers can legally manage and monetise user data moving forward.
• Adblock tech and the use of blocking tags were discussed as ongoing pain points. It was reported that some vendors are wrongly claiming that they are a widespread industry practice, with the group agreeing that they all push back on them. Inconsistencies in how tags are interpreted or labelled were also highlighted. Tools such as GeoEdge and MediaTrust are being used to monitor potential cookies and increase transparency, although user-side developments, like Safari’s ‘remove hidden items’ option, are making it harder to quantify the real impact of adblocking. Tools like Admiral are being explored and some are testing new approaches such as Ad Shield, although it was noted that success varies.
• Structural shifts in the agency landscape raised concerns that the market is moving away from independent agencies that offer specialist expertise. Some publishers have observed increased client expectations around ad exposure frequency, potentially as advertisers try to extract more value per user. While this hasn’t materially affected budgets, it may impact future planning. There was some optimism about the ongoing consolidation of adtech platforms, with the sunsetting of Xandr seen as a positive. AOP reminded the group that competition concerns around Google were already raised by the CMA three years ago – concerns that are even more pressing today.

Audience Development

• Google Discover volatility is impacting traffic across sectors, with noticeable drops since late April, particularly for regional news, entertainment, personal finance content. Some group members have seen drops of up to 20%. There’s speculation that Google may be favouring content diversity, as some devices show inconsistent Discover results. Crawling rates appear to have declined, particularly for large sites, with priority given to new content opposed to that has been updated. Some organisations received penalties or crawling issues without clear explanation, raising transparency concerns. Lifestyle and first-person content still perform well in Discover, while original content is still under scrutiny.
• The group noted that AIO is reshaping SEO dynamics, with notable declines in organic traffic for informational queries. Some report losing up to 65% of SEO traffic for searches with informational intent, especially where AI is surfacing its own summarised responses. Rankings for AIO content vary but tracking tools like Semrush can over-report by listing any appearance in rankings, regardless of value. META bots are now crawling heavily, with some sites seeing 60,000 visits a day from META-ExternalAgent. While publishers are testing blocking or monetising bots (e.g. via TollBit or Cloudflare’s AI Labyrinth), there is concern about how this affects overall visibility and search performance.
• AI continues to be cautiously adopted in newsrooms for automation and workflows, with mixed results. Some group members are using AI to help reporters draft FOI requests or formulate early copy. Others have implemented tools for smart-linking, smart-tagging, transcription, and translation, though quality varies. Efforts to embed AI workflows have been more successful when they’re developed in close consultation with editorial teams. Those doing large-scale implementations are focusing on specific departmental priorities. It was noted that adoption is hindered by a number of things, including training demands and uncertainty over SEO value.
• Search behaviour changes are forcing content strategy shifts, especially with Google’s new emphasis on AI-driven search. Some publishers are doubling down on evergreen content and tidying archives, but content like buying advice or regional tips still often fails to rank. There’s growing concern that AI Search Mode, now rolling out in the US, provides minimal opportunity for link clicks as users are opted in automatically, and results keep users within Google’s environment. The long-term risk is that search will no longer be a reliable traffic source, prompting greater emphasis on first-party data, newsletters, and direct audience relationships.
• The tension between publishers and Google, especially around the use of freelancers and penalisation of content, was highlighted. Google has reportedly penalised publishers that have evolved from in-house teams to using freelancers, while favouring brands that started as freelance-based – an inconsistency that has caused industry backlash. Guidance from Google has included advice to launch new verticals on entirely separate domains, which publishers argue is unworkable. AOP is preparing a public opinion piece to highlight the consequences of these platform policies and to challenge the monopoly’s influence over editorial and operational strategies.
• Diversification beyond Search is becoming a key strategic focus, with social platforms and multi-channel reach becoming increasingly important. TikTok, LinkedIn, and Instagram are being explored as alternative engagement hubs, especially as Search traffic declines. Some publishers are experimenting with B2B influencers (especially on LinkedIn), though effectiveness varies by sector and platform loyalty often limits traffic referral. Discussions continue about Substack’s rise as a competitor, and branded social-first content attracting advertisers. AOP and IAB are focusing on first-party data, long-term discoverability, and the importance of developing multi-reach ecosystems rather than relying on search.

B2B

• The group noted that publishers are navigating a fragmented and inconsistent tech stack for subscriptions and audience management, using a mix of systems like Abacus Advance, Zephyr, Poool, Wiven, Piano, and HubSpot. While some tools excel at subscription management or corporate access (e.g. Wiven, Abacus), others lack critical components such as payment gateways or content gating features. Pricing structures vary wildly, with some providers (e.g. Zephyr) significantly increasing fees without justifying the added value. There is widespread dissatisfaction with blunt tools for content metering and gating, leading to varied experiments in user access models, from full paywalls to limited free access, each with mixed results on registration and subscription conversion.
• Audience segmentation and content strategy were deemed crucial in driving conversions, with group members finding that specialised, technical, or expert-led content drives sign-ups more effectively than high-traffic general-interest articles. Publishers are increasingly locking down niche content or forums after a small number of views, targeting professional users who see value in industry-specific material. However, locking content too aggressively (e.g. blocking anonymous access entirely) has led to notable drops in engagement or registration rates, highlighting the importance of balancing value delivery with frictionless user experience.
• First-party data strategy and identity solutions remain a major challenge, especially as cookies decline and search becomes less reliable. Members of the group are testing tools like Permutive, LiveRamp, and synthetic audience models, while industry bodies work on creating publisher-controlled solutions. Despite the focus on data measurement, many teams struggle with translating analytics into actionable decisions. Consent-based models can increase subscriptions, but at the cost of a poor new user experience. As discoverability through traditional search declines, publishers are focusing on direct relationships and identity resolution strategies to future-proof reach.
• The role of influencers in B2B media is evolving and contentious, with growth in niche influencer ecosystems on LinkedIn and within specialist sectors. While they often bring highly engaged audiences, influencers don’t always drive traffic to publisher sites. Events are where their influence translates best, as they attract attendees and create buzz. However, the influencer space is difficult to quality-control, with examples of disreputable figures continuing to attract followings. There’s also a wider debate about whether journalists themselves should act as micro-influencers to extend brand presence on social channels.
• Social media is being cautiously used to build B2B communities, but success is uneven and depends heavily on sector behaviour. Social engagement is stronger when either the brand or an individual journalist has clear pull, though this varies widely by title. Some group members noted that their journalists are encouraged to act as social extensions of the brand, while others believe the ‘marmite’ factor (e.g. polarising columnists) doesn’t translate well to niche B2B sectors.
• Competitive pressure from new content formats and platforms is increasing, with Substack now ranking among the top 50 news destinations and social-first publishing brands pivoting entirely to TikTok and Instagram. These shifts are driving advertisers to follow creators and campaigns onto social platforms. As platforms evolve, there is consideration around broader audience measurement tools (e.g. via Ipsos Iris) to ensure comprehensive coverage. Simultaneously, discussions are ongoing around Google’s role and responsibilities toward publishers, including AOP’s upcoming opinion piece set to challenge the platform on its treatment of freelance contributions.

Commercial: Programmatic

• AOP flagged that the IAB Labs Trusted Server proposal aims to address the fragmented state of the programmatic market and bring back control to publishers. Several publishers have already signed on and the initiative is focused on helping publishers regain control over vendor relationships, data storage, and identity resolution. The project is open-source and interoperable with other industry frameworks, aiming to reduce dependency on traditional SSPs, who are transforming their role to resemble that of DSPs. The proposed model also supports video, audio, and potentially CTV formats, offering a broad-based approach to rebalancing power in the ad tech ecosystem.
• It was noted that identity solutions and cookie alternatives remain a mixed bag across the industry. Members of the group are testing a range of ID providers (including ID5, LiveRamp, Quantcast, and others) however results have been underwhelming. Concerns over latency, cost models (such as revenue shares), and impact on direct sales persist. There is no single dominant ID strategy yet, and some are opting to wait for more data or feedback before fully committing. CMP-related challenges also influence adoption. A publisher-led server-side ad infrastructure is being positioned as a way to reduce friction and streamline ID integration. Many are cautiously exploring these options while continuing to increase direct sales, sometimes avoiding further third-party tech layering unless there's clear value.
• Growing use of curated marketplaces has raised concerns over control, transparency, and alignment with sales teams. Some publishers are unsure how many curated marketplaces their inventory is being packaged into, or how their audiences are being represented by third-party curators. While these marketplaces can extend reach, there are gaps in transparency, particularly regarding how data is shared or how floor rates are set. Some group members are using tools like Adomik to better understand how their inventory is being traded and to help direct sales teams navigate the implications of curation.
• The possible separation of Google’s AdX and GAM is being seen as both a potential disruption and a rare opportunity. Some believe it could create space for alternative technologies and reduce reliance on Google's ecosystem. Others are concerned that AdX yields could decline and question what impact this would have on overall monetisation. Broader shifts in audience behaviour, such as reduced use of traditional search in favour of AI tools, are already disrupting traffic sources. The group noted that there is speculation that Google may rebrand itself as an AI-first platform, possibly offering an app experience rather than a search homepage. Legal developments in the U.S. may force structural changes to Google’s dominance, including making parts of Chrome or search infrastructure open-source.
• Group members noted that a shift away from programmatic toward direct is becoming more common among premium publishers. Several are already limiting or exiting programmatic relationships entirely due to concerns over data leakage, control, and diminishing returns. Some publishers now prohibit programmatic guaranteed deals or restrict ad tech integration to trusted partners only. As AI tools become more embedded into both editorial and advertising processes, some publishers are leveraging that capability in their pitch to advertisers and awards entries. However, even with these changes, issues like brand safety tech crawling without clear controls remain unresolved and raise ongoing privacy and operational concerns.
• Skins and video formats continue to show varied performance depending on platform and publisher strategy. Skins remain a strong revenue driver for some, particularly on desktop. Others see flat or reduced volumes, though yield has improved. Video performance is more fragmented: while podcast-driven social video is gaining traction — especially when linked to branded content — autoplay demand is declining in some areas. Some publishers are exploring opportunities with CTV and YouTube monetisation to capture shifting consumption habits.

HR

• Publishers are adapting to significant change across workforces, with AI integration, restructuring, and salary reviews listed as top priorities across the group. There’s also a focus on digital skill development and operational efficiency. Audience demographics are shifting, with publishers reporting growth in younger, more digitally engaged users. These changes are prompting internal reflections on workforce needs and the evolving purpose of publishing organisations in a multi-platform environment.
• AOP has launched HR Benefits & Providers tables as a resource for members, aiming to gather data on industry benchmarks around employee offerings. AOP & the group chairs asked the group to contribute data, initially just for the group’s use although it was noted that this could potentially form the basis of a public opinion piece further down the line, if that’s what the group decides would be beneficial/consents to. Sabbatical policies, special leave (such as for volunteering or life events), and health benefits are among the key areas being reviewed. Sabbatical eligibility varies, typically requiring 5 years of service, but interest remains limited due to financial pressures and fears about job security.
• It was noted that flexible working remains a major employee benefit and recruitment tool, with some publishers formalising hybrid models already in place. While some expect up to four in-office days, most are leaning towards flexibility by team or department. Regional office closures are accelerating this trend. US-based comparisons highlighted a stricter, less generous employment culture. It was noted that agencies often lag behind in flexibility, providing an opportunity to differentiate and attract talent through improved employee value propositions.
• Work experience requests are rising but safeguarding and resourcing challenges continue to be an issue, especially when engaging under-18s. Some members mitigate this risk by only working directly with schools. Additional perks like travel expenses or goody bags are being offered where possible. Meanwhile, private healthcare costs have spiked significantly, leading some to explore broker-led benefit plans. Shared parental leave and paternity pay are also receiving renewed attention, reflecting broader cultural shifts around gender and care roles.
• There is growing interest in outsourcing people operations such as payroll and HR compliance, with organisations like Peninsula and Zellis cited as useful for managing complex legal and employee relations issues. Publishers are recognising that HR teams can become overwhelmed by ER cases, and outsourced partners can provide much-needed structure, policy support, and risk mitigation. Members are considering how these solutions could be tailored to suit the distinct culture and needs of digital publishing businesses.
• Wellbeing remains a high priority, particularly around mental health and safeguarding, with publishers keen to offer more structured support to teams exposed to trauma or online abuse. Suggestions included cross-publisher webinars on specialist topics like financial wellbeing, domestic abuse etc. The group also discussed the challenges of case management, noting delays and high legal costs. Social media conduct was raised as a growing grey area, with concerns around employee content posted outside work and the blurred lines between personal and professional branding.

JAB

• The group noted that journalism recruitment is facing structural barriers, with fewer apprenticeship opportunities and limited financial support, with entry routes often being inaccessible for those without financial privilege. While initiatives such as charity-funded placements and community reporter schemes (e.g. through META/NCTJ funding) have had success in diversifying newsrooms, many apprentices still struggle to progress. Generational shifts show younger people preferring safer, desk-based roles, raising questions about confidence versus a skills gap in the industry.
• Social platforms are evolving in their role for publishers, with engagement often stronger on emerging platforms like Bluesky than on legacy ones like X, despite much smaller user bases. TikTok is proving to be powerful for audience development, allowing publishers to reach different or younger audiences with content not tied to their main sites, but monetisation is limited. It was noted that users largely resist leaving platforms to visit publisher sites, challenging traditional referral traffic models. Some group members suggest focusing on where engagement already happens, even if it doesn’t lead to clicks, rather than trying to convert social users into website visitors.
• Safety and risk perception are growing concerns, particularly after recent incidents of journalist harassment. Reviews found that journalists often underestimate potential dangers, prompting organisations to consider improved training and awareness strategies. Simultaneously, self-publishing and independent content creation are on the rise, making it harder for traditional publishers to demonstrate their unique value to prospective journalists. There’s an ongoing need to show recruits why institutional journalism matters and how it supports personal safety, development, and impact.
• Diversity, equity, and inclusion efforts are being reassessed, with a recognition that meaningful newsroom representation is crucial for building trust with wider communities. DEI isn’t just a corporate box-ticking exercise in this context — it's seen as essential for relevance and audience alignment. However, while schemes like those run by the King’s Trust offer promising structures and peer support, many face barriers to retention and advancement.
• Revenue models are shifting toward subscriptions and audience loyalty, as traditional advertising becomes less reliable. Publishers are investing in ad-free apps, subscriber-only content, and identity solutions to drive direct reader relationships. Some now see subscriptions as the clearest path to sustainable digital growth. There’s also interest in policy and regulatory engagement, with conversations about how compensation from dominant platforms (e.g. Google) could be reinvested into journalism initiatives. Lessons from international models suggest that these interventions must be substantial and structured to make a difference.

Product Development

• Several publishers have explored monetising their mobile apps through advertising, including integrating pre-bid solutions and testing technologies like TAM, however it was noted that the results have largely been disappointing. Technical challenges, reporting discrepancies, and inconsistent ad fill have led many to conclude that the return on investment is not worth the complexity. Some trialled metering and TAM, only to find it fell short of expectations. Others have shifted focus entirely, relying on subscription-based models or using the app to drive traffic to newsletters and other owned channels. Sponsorship is being used more frequently as a fallback when no commercial ads are available, with some publishers selling short-term sponsorship takeovers. Overall, in-app advertising is being deprioritised, with many viewing it as too problematic to justify continued investment.
• Despite Google’s delay in phasing out third-party cookies, many publishers are pushing ahead with identity-based solutions. It was noted that around 60% of publishers are already testing or adopting ID technologies, with some integrating them into live environments. These efforts are motivated by a desire to regain control over user data and future-proof monetisation strategies, with AOP also flagging the IAB Labs Trusted Server proposal, which aims to address the fragmented state of the programmatic market and bring back control to publishers.
• The rise of AI-generated content summaries, especially in search environments, is already having a fairly negative impact on publisher traffic. The group reported that even as their content is being surfaced more frequently through AI overviews, users are far less likely to click through, with average declines in clickthrough rates estimated around 40%. This trend is raising alarms across the industry, as the implications for traffic and revenue are potentially severe. There is some speculation as to whether Google will further evolve into an AI-first platform, offering direct answers in app and further reducing publisher visibility. AOP are in regular meetings with Google to advocate for licensing arrangements. There’s also growing pressure on governments and regulators to clarify rules around the use of proprietary content in AI training and outputs.
• The group noted that bot traffic continues to be a major concern for publishers, with increasing levels of non-human activity affecting analytics and potentially ad revenue. Bots can now mimic user behaviour more effectively, including executing clicks, making them harder to detect and filter out. In addition to this, for some publishers operating in international markets, large entities have reportedly blocked entire IP ranges without warning or justification, which has disrupted content delivery and impacted app usage for legitimate users. These kinds of unpredictable, external disruptions are making it harder for publishers to maintain consistent performance across markets.
• Legal uncertainty around consent for contextual advertising is another ongoing issue. The ICO has admitted that its current guidance lacks clarity, especially regarding exceptions where personal data is not used. While the ICO has informally suggested it may not enforce consent requirements in those cases, the absence of formal legislation leaves publishers exposed to risk. Without reliable protection from liability, many publishers remain hesitant to move forward with contextual-only strategies.
• Publishers continue to feel a lack of control around programmatic, particularly around measurement, data sharing, and compliance. There is increasing concern around liability when using platforms like GAM, especially as it becomes harder to get clear answers or legal guarantees from those partners. Within the group, there’s also concern about the broader definition of tracking, with regulators treating even on-site behavioural data as personalisation, raising further legal risks. While the ICO may turn a blind eye in some areas for now, publishers are expected to demonstrate that they have taken reasonable steps to ensure their partners are compliant. Trust, transparency, and thorough documentation are becoming essential, though many still find it difficult to make a sustainable margin under these conditions. Some publishers are beginning to explore new ad tech partnerships or reconfigure their internal processes to mitigate exposure.

Research

• Publishers are actively responding to shifting platform behaviours and preparing future-facing strategies, with initiatives across AI, data, and audience engagement. Various priorities and projects are being carried out by group members such as, research to understand consumer attitudes toward AI across formats, response to changes in Google Discover and tightening privacy compliance, investment in Apple News and cross-market analysis, exploring Discover volatility, alternative revenue streams like MSN/affiliates and hybrid research on consumer sentiment in the automotive sector, reflecting a wider trend of aligning editorial strategies with data-led insight.
• A UKOM update revealed developments in distributed content and in-app measurement, including a pending MSN/Yahoo deal which will expand reported reach for publishers. Page views within apps are still loosely defined (scrolls don’t count, but homepage entries do) and IPSOS are working with publishers to clarify and standardise metrics. There’s also early-stage exploration into CTV measurement, although current scalability is limited. A market review is underway into potential AI integrations, not because of immediate concern, but to keep future options open.
• In terms of brand safety, it was highlighted that recent research from Bountiful Cow (here) suggests that all news is brand-safe, with ‘unsafe’ inventory being most effective. However, some publishers, particularly those with local or emotionally charged content, are being disproportionately affected by poor CPMs due to perceived risk. There is growing consensus around the need for an industry-level solution, noting that collective research and tools to educate agencies on nuance and value would be useful.
• Discussion continued around the viability and future of synthetic audiences and first-party data modelling, particularly as PAMCo’s role diminishes. While synthetic modelling once gained attention, the conversation has quietened down. Moving fully to first-party data raises concerns about comparability and the potential shift of research panels into audit-like environments. IPSOS are cautious about this direction. The cost and complexity of operating measurement tools like Iris underscores the importance of balanced, scalable approaches.
• The tension between brand-building and revenue-driving platforms is intensifying, with publishers needing to reconcile long-term audience development with short-term monetisation. Google’s treatment of freelancers, domain policies, and off-platform measurement are complicating strategies. The group reaffirmed the value of shared updates and broad expertise, especially in a fragmented ecosystem. As the AOP continues to evolve this group, members are encouraged to provide agenda input and support its growth through participation and active collaboration – if you’ve be interested in co-chairing the group going forwards, please do get in touch.