Google AI Overview 對媒體網站流量的影響與廣告科技公司的因應策略
Google AI Overview正在改變全球媒體網站的遊戲規則，也對廣告科技公司（Ad Tech）的策略帶來深遠影響。面對這場技術變革，業界如何應對，值得深入探討。
🔍 關鍵洞察
AI搜尋摘要重塑媒體流量版圖
Google AI Overview（AI Overviews/SGE）在搜尋結果頁直接提供AI生成摘要，讓使用者不再需要點擊原始網站。這導致媒體網站流量大幅下降（15-70%，部分甚至高達79%），進一步削弱廣告收入，對整體媒體生態系統形成挑戰。
廣告科技的多重挑戰
流量減少直接壓縮廣告庫存，降低廣告點擊率，並促使廣告預算轉移。此外，第三方Cookie的淘汰與數據隱私法規的日益嚴格，進一步加劇了精準投放與效果衡量的困難。
🧭 行動建議
優化內容策略
媒體需專注於打造具權威性、深度且結構化的內容，並採用生成式引擎優化（GEO）策略。同時，透過多元化內容形式（如影片、音頻、互動式內容）吸引更多受眾。
多元化流量來源
減少對單一搜尋引擎的依賴，積極強化社群媒體分發，發展電子郵件訂閱與專屬應用程式，並建立戰略合作夥伴關係，擴大流量來源。
創新廣告策略
廣告科技公司需調整搜尋廣告策略以適應AI搜尋環境，探索新型廣告格式（如情境感知廣告、對話式廣告），並透過數據驅動實現精準投放與效果最大化。
技術與組織轉型
整合AI技術提升內容生產效率與用戶體驗，建立第一方數據策略以應對隱私挑戰，並培養AI與數據科學人才，推動敏捷開發文化，主動迎接數位廣告新格局。
面對AI技術的快速演進，媒體與廣告科技公司需以創新與靈活應對挑戰，才能在新時代中保持競爭力。
Source: https://shorturl.at/Cfpvg
Google AI Overview is changing the game for media websites globally and profoundly impacting the strategies of Ad Tech companies. This technological shift warrants a deeper discussion on how the industry can respond.
Key Insights
#AITransformsMediaTraffic Google AI Overview (AI Overviews/SGE) directly provides AI-generated summaries on search results pages, reducing the need for users to click through to original websites. This has led to a significant drop in media website traffic (15-70%, with some reaching as high as 79%), further eroding ad revenue and challenging the entire media ecosystem.
#AdTechFacesChallenges The decline in traffic directly shrinks ad inventory, lowers click-through rates, and encourages a shift in ad spending. Additionally, the deprecation of third-party cookies and increasingly stringent data privacy regulations make precise targeting and performance measurement more difficult.
Strategic Recommendations
#OptimizeContentStrategy Media companies must focus on creating authoritative, in-depth, and well-structured content, while also adopting a Generative Engine Optimization (GEO) strategy. It is crucial to diversify content formats, such as video, audio, and interactive content, to attract a wider audience.
#DiversifyTrafficSources Reduce reliance on a single search engine by actively boosting social media distribution, growing email subscriptions and dedicated apps, and forging strategic partnerships to broaden traffic sources.
#InnovateAdStrategies Ad Tech companies need to adjust their search advertising strategies to the AI-driven search environment, explore new ad formats (like contextual and conversational ads), and leverage data to achieve precise targeting and maximize effectiveness.
#TechAndOrganizationalTransformation Integrate AI technology to enhance content production and user experience, establish a first-party data strategy to navigate privacy challenges, and cultivate AI and data science talent. Embracing an agile development culture is essential to proactively meet the demands of the new digital advertising landscape.
To maintain competitiveness in this new era of rapid AI evolution, media and Ad Tech companies must embrace innovation and flexibility to tackle these challenges head-on.
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