The report also highlights growing concern among publishers that AI search summaries and chatbots are reducing referral traffic, creating uncertainty around whether emerging AI platforms can deliver audiences at the scale publishers previously received from traditional search. Historically, some publishers turned to paid audience acquisition to offset fluctuations in organic traffic. At the same time, achieving profitability through paid traffic required increasing levels of sophistication, limiting access to only the most advanced operators. “For the past three years, publishers were caught between declining organic traffic and the reputational risks associated with paid audience acquisition,” Mishan says. “With clearer industry standards, the publishers who embrace compliant audience acquisition will be the ones who do more than survive,” Mishan says.