Q4: Steering Group Meeting Notes

Published: 02 Jan 2026

Ad Ops

• AI’s growing influence on publisher operations continues to be a major focus, with group members discussing ongoing declines in search referral traffic driven by generative AI summarisation, Google algorithm changes, and shifts in user discovery behaviour. The group emphasised the need for deeper R&D, experimentation and new ad product development for 2026 roadmaps. Teams are increasingly exploring AI-enabled personalisation, audience segmentation and content optimisation, while also planning for more resilient commercial models that can withstand market volatility.
• Multiple publishers reported efforts to strengthen data ownership and rebuild traffic pipelines. Some have fully in-housed all app and web operations and are aiming for complete data ownership whereas other members noted ongoing work to improve Core Web Vitals, refine ad density and manage video placements to balance monetisation with user experience.
• AOP noted that there was a 7% average decline in search referral traffic in Q2, with particularly steep drops in product reviews, how-to guides, service journalism, and entertainment-related content. The group discussed how AI models can easily summarise high-intent informational content, prompting a shift toward formats such as analysis, expert commentary and opinion pieces that provide deeper value and are less vulnerable to AI cannibalisation.
• Significant transformation across the digital advertising ecosystem was reviewed, with publishers increasingly shifting toward paywalls, premium content environments and first-party data strategies. AOP noted that cookie consent rules may relax early next year, which could make contextual advertising more effective and reduce reliance on behavioural targeting. Agencies are facing margin pressures and operational strain as programmatic economics shift, and members shared concerns about rogue ads, inconsistent performance from ad-quality vendors, and the ongoing friction caused by differing industry standards.
• New working groups were announced for early next year, including a Generative AI Group and an Ad Context Protocols Group, both designed to provide structure, guardrails and shared solutions for AI-driven advertising and rights management. The group agreed on the importance of collaboration to reduce reliance on intermediaries, strengthen protections for publisher IP and prepare for more agentic advertising technologies.

Audience Development

• Black Friday performance was discussed, with several members reporting a quieter season marked by reduced browsing behaviour. Discover traffic was a recurring pain point, with multiple publishers experiencing inconsistent visibility, irregular spikes, rapid drops and year-on-year underperformance. AIOs in search, especially in retail-specific queries, were identified as an increasingly visible trend influencing publisher rankings.
• Group members shared insights into Discover traffic volatility and quality issues, including substantial increases in spam, expired domain abuse and unusual site prominence. The group highlighted that personalised feeds appear to have reduced the scale of viral Discover hits that publishers historically relied on. Tools such as DiscoverPulse and DiscoverSnoop are being investigated to improve measurement and visibility tracking across web, YouTube and X. In terms of YouTube traffic analysis, members noted that Discover-driven visibility for YouTube channels remains difficult to quantify due to limited native analytics.
• The group explored insights from the Zurich Google event, where SEO and GEO strategies were reaffirmed as beneficial but still marginal contributors to overall traffic (GEO was estimated at approximately 1% for most publishers). The group also mentioned the European Commission’s investigation into Google’s site reputation abuse update, with multiple members preparing evidence submissions in response to perceived unfair impacts on reputable publishers.
• SEO morale and industry sentiment were discussed, with widespread fatigue among news SEO teams in light of Google’s shifting behaviour and inconsistent traffic patterns. Members expressed frustration over unrealistic internal expectations for sustainable Google-led growth, and concerns about over-reliance on a single referrer. The group generally agreed that Google has evolved in ways that require new strategies rather than abandonment of SEO fundamentals.
• Content optimisation strategies were reviewed, particularly in the context of AI overviews and Google’s increasing prioritisation of video. AOP highlighted that certain formats, such as how-to and high-intent informational content, are becoming less viable for search-driven growth, while analysis, opinion and unique editorial expertise remain strong opportunities. The group emphasised the growing importance of YouTube optimisation, including testing chapters, titles and metadata, and the tension between keyword-driven accuracy and click-optimised headlines.
• Group members were encouraged to propose topics and nominate themselves to present a short case study at next year’s meetings – please do get in touch if you’d be happy to contribute.

B2B

• AI experimentation continues to accelerate, with publishers trialling a wide range of applications including content summarisation, translation for international expansion, enhanced e-learning modules, automated metadata enrichment, and personalised content recommendations. Some are testing AI-driven editorial support tools designed to streamline workflow without compromising accuracy or trust. Others are developing formal AI protocols that include locked content gateways, IP protection mechanisms, and partnerships with infrastructure providers such as Cloudflare to reduce scraping risk. The group also discussed the value of early strategic partnerships, such as FT’s early deal with ChatGPT, which have helped some publishers influence model training and gain preferential visibility.
• Multiple members noted a steady decline in Google referral traffic and reduced visibility on major social platforms, with projections suggesting that referrals from search could fall to less than half of current levels by 2027. Although B2B publishers have not seen the sharp instability experienced by consumer businesses, there is growing recognition that the transition from traditional search engines to “answer engines” will reshape audience acquisition models. Some participants observed that niche, high-authority content still receives a relative boost in current platform algorithms, while others emphasised the risk of increasing dependence on unpredictable external channels. The group widely agreed on the importance of strengthening direct audience relationships, refining the value exchange between publishers and search platforms, and reinforcing content protection strategies to safeguard rights and revenue.
• Geo-expansion and event-led growth opportunities remain central to strategic planning. Several publishers are exploring or actively entering new regions, adapting proven event formats across different sectors. Event strategies vary, with some organisations focusing on building larger, flagship gatherings backed by strong lead-generation and sponsorship programmes, while others prioritise replicable, mid-scale formats that enhance long-term valuation. AI-assisted localisation is emerging as a cost-effective approach and the operational realities of scaling events globally were discussed, including market knowledge gaps, partner selection, pricing sensitivity, and variations in audience expectations.
• The group reported cautious but steady progress in AI resourcing and implementation. Instead of hiring dedicated AI teams, most are upskilling existing staff, investing in training programmes, or working with external consultants on specific exploratory projects. Publishers are increasingly embedding AI into operational workflows, such as translation pipelines, content tagging, webinar processing, and onboarding materials, while maintaining strict editorial safeguards. The consensus is that AI will support efficiency and product innovation but must be integrated in ways that preserve editorial quality, uphold data protections, and maintain audience trust.

Commercial: Programmatic

• Across the group, several organisations are investing in in-housing app development, upgrading programmatic infrastructure, and testing new revenue models such as AI chatbot monetisation. Others are working on operational improvements, including proactive reporting through AI, enhanced video auditing and platform migrations scheduled for early 2026.
• Search, traffic, and AI impact concerns were prominent, as members discussed both the risks and opportunities emerging from AI-driven changes in user behaviour. Some publishers reported declines in direct traffic but improvements in RPMs and app performance, while others expressed caution about the long-term implications of AI replacing traditional search discovery. AOP shared early findings from our Generative AI Publisher Impact Study, which reveals predictions for a substantial drop in search traffic by 2027, reinforcing the urgency for publishers to strengthen their own ecosystems, refine consent strategies, and prepare for tighter data regulations.
• Video strategy and monetisation efforts remain central to revenue planning, with nearly all group members prioritising web video over CTV for the coming year. Some publishers explored the feasibility of in-stream video with sound-on delivery without click-to-play, though few viable solutions currently exist. The group acknowledged that while video remains a strong revenue lever, its operational and platform dependencies require close management.
• Members discussed preparations for the February TCF 2.3 deadline, with many using SourcePoint for implementation. ID strategies varied, with recommendations including hashed email sharing for significant uplift on Safari. The group also highlighted the upcoming platform migrations that will support improved ad performance and measurement.
• The group explored the growing ecosystem of seller agent and open ads frameworks, recognising both the commercial potential and the operational challenges. Members discussed mixed experiences with Openpath, OpenAds, and related initiatives, with some pushing for improved markup terms while others are delaying adoption due to contractual and transparency concerns. While early tests are happening in the US, UK publishers remain cautious and selective.
• Members discussed experimental approaches to AI chatbot monetisation. Industry initiatives, including an early exploration toward a “TCF for AI”, are beginning to shape the future governance of AI-publisher relationships. AOP noted publisher under-representation in working groups and shared that the development of a government-backed marketplace for content licensing could take up to five years. Participants agreed that establishing standardised protocols for rights protection, consent, and licensing will be essential as AI integration deepens across the advertising and publishing ecosystem.

HR

• Workplace culture, employment practices, and HR system transformation dominated the discussion, with members emphasising a shift toward flexible contract models, shorter engagement terms, and non-traditional team structures. Many attributed these changes to post-COVID behaviour shifts, noting that employees are now more vocal about boundaries, workload limits, and expectations. Organisations are increasingly re-evaluating probation periods, employment law readiness, and internal processes as new regulations approach. Participants shared experiences with HR and payroll systems including HiBob, ADP, Workday, and Greenhouse, describing challenges with onboarding, data consistency, multi-system alignment, and the need for stronger automation across the employee lifecycle. The group also discussed the importance of making HR platforms easier for staff to navigate, especially as expectations grow for more transparent and self-service-oriented systems.
• Workplace flexibility and changing employee expectations continued as strong themes, with members observing that employees are scrutinising not just where they work but how day-to-day routines are structured. An example of staff questioning lunch break timing highlighted a broader cultural shift toward protecting personal time and resisting perceived intrusions from management. Many organisations now operate on three-day office policies, with some teams already working part-time or flexible schedules. Members noted that flexibility is increasingly shaping recruitment competitiveness, with candidates prioritising reduced in-office time, boundaries, and supportive wellbeing policies. Some are exploring the use of fixed-term contracts to widen the talent pool, while others are adjusting expectations around meetings, office hours, and hybrid schedules to remain attractive in market. These changes are driving internal conversations about how to maintain culture, cohesion, and performance standards while accommodating a more autonomy-driven workforce.
• Future organisational strategy focused heavily on upcoming AI adoption and the governance measures required to integrate AI responsibly. Members discussed rising comfort levels with AI across their organisations, noting that operational teams increasingly expect AI tools to streamline administrative work, reporting, and decision support. However, they also stressed the need for clear organisational alignment on how AI is selected, deployed, monitored, and communicated to employees. The group highlighted the importance of formal frameworks, including usage protocols, training requirements, guardrails for sensitive data, and guidelines for human oversight, to ensure AI enhances rather than disrupts internal workflows. Members agreed that preparing the right foundations will be essential to support successful, trustworthy AI integration across the business in 2026 and beyond.

JAB

• AI implementation, newsroom workflow evolution, and the shifting dynamics of publisher strategy dominated the discussion, with members exploring a wide spectrum of use cases emerging from recent journalism and AI events. Participants highlighted global experimentation with AI companions in CMS environments, including drafting support, content restructuring, personalised delivery formats, and interactive features such as mind maps and decision trees used by publishers like Scroll.in in India. The group noted a developing divide between large publishers licensing deals and early access to advanced AI tools, versus mid-sized publishers who face greater resource constraints and slower adoption paths. Concerns around trust, audience perception, and transparency in AI-assisted content production continue to shape organisational decision-making, with many opting to use AI for FAQs or sub-editing tasks while avoiding AI search features that could confuse readers.
• Video strategy, creator-led engagement, and the need for newsrooms to evolve visually were recurring themes. The group outlined the growing dominance of video, especially vertical video, and it was argued that UK publishers must invest more heavily in creator-driven formats to remain relevant. The group discussed the ROI challenges of video production, noting difficulty integrating commercial video players with editorial standards and the ongoing challenge of monetising video at scale. It was acknowledged that creators now play a central role in audience acquisition and brand promotion, particularly on platforms where traditional news organisations face declining visibility. Discussions also touched on the broader future of video in the AI era, including opportunities in MCP servers, AI marketplaces, and potential new monetisation models as traditional referral traffic declines.
• Search visibility and AI-powered discovery tools were discussed, particularly how AI-generated answers may reshape audience pathways and the need for publishers to understand how LLMs interpret, summarise, and rank their content. The group debated the implications of a “class system” where major publishers enjoy preferential treatment in AI ecosystems. Concerns were raised about trust, brand attribution, and the possibility that AI-driven search could disproportionately favour large organisations with technical and legal resources. The widening divide between global platforms and niche or mid-sized publishers was highlighted, noting that the latter may struggle to compete without external support. AOP mentioned that there are currently tools in the works to help mid-sized publishers maintain competitiveness by providing technical tooling and strategic support.

Product Development

• Discussions on AI’s impact on traffic, revenue, and user behaviour highlighted growing uncertainty across publishers. Members expressed concern that AI Overviews are reducing impressions and putting pressure on ad-funded models, compounded by volatility from Google algorithm changes and broader platform instability. At the same time, natural-language search is reshaping how users discover content, with implications for SEO, content structure, and engagement. While some AI-assisted content initiatives are driving stronger engagement, trust and user acceptance remain uneven. The group stressed the importance of transparency with editorial teams and consistent training to support confidence as AI adoption accelerates.
• Operationally, app development, platform coordination, and revenue model alignment emerged as recurring challenges. Publishers described difficulties managing multiple code bases, fragmented KPIs, and inconsistent performance metrics across apps, websites, and newsletters. Encouraging engagement from a newly launched app despite limited promotion was reported, while others outlined ongoing work to balance supporter revenues, ad-free tiers, and sign-in requirements. Long-term investment in A/B testing was also discussed, with some organisations undertaking lengthy rebuilds of testing infrastructure to improve accuracy and reliability. There was broad agreement that more unified platform strategies are needed to reduce internal friction and support revenue diversification.
• AI content adoption and audience trust were key themes. Members reflected on past proofs of concept and mixed audience reactions. It was noted that an AI content-generation trial with Miso was discontinued due to anticipated user resistance, while others shared more positive results from experiments using AI-generated question prompts embedded within content. AOP provided an update on our Generative AI Publisher Impact Study, with early data indicating notable referral declines from Google Chrome and non-Google sources, including Discover, prompting further analysis into content fatigue, social substitution, and changing user pathways.
• Off-platform distribution, video growth, and data capture limitations were explored. One publisher highlighted an increased focus on social video, while AOP cited Mail Metro Media as an example of successful off-platform audience scaling. Group members acknowledged the challenges of retaining user-level data on platforms such as YouTube and TikTok, reinforcing the need for alternative touchpoints. Newsletters were emphasised as a critical first-party data strategy and AnyClip was mentioned as a new video provider that offers enhanced searchability within video archives to improve discovery and engagement.
• AOP outlined contextual advertising exemptions under legitimate interest which are likely to appear in Q1, which could ease compliance burdens for publishers. Subscription revenues continue to strengthen, now surpassing desktop display value among AOP publishers, supporting strategic prioritisation of bulletins, first-party data, and audience-led content models heading into 2026.