This State of the Industry Report, sponsored by Arc XP, explores how publishers are affected by search and referral traffic, the traffic changes they’ve experienced in the past year, and what they expect will happen in 2024. Digiday and Arc XP surveyed 115 publishers to understand how these traffic shifts are affecting them and the steps they’re taking to address challenges.
Publishers have faced many changes in recent years, ranging from shifting algorithms across social media platforms to the rise of generative AI and constant updates from Google — and now, the start of the first phase of the cookie’s demise.
With this, publishers must address the shifts — and declines — in search and referral traffic. Search traffic, users directed to a publisher’s site via search engines, has declined overall for most publishers, especially with Google’s changes and consumer behavior shifts. In the same timeframe, referral traffic — users directed to publishers’ sites via anything other than search engines (i.e., social media, news aggregators, etc.), has also fallen as several platforms make significant adjustments.
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