How leading publishers use data to refine subscription and ad strategies

Michael Silberman, evp of media strategy, Piano

Between AI search summaries and declining referrals from social media, publishers are feeling the pressure when it comes to site traffic.

Piano’s data backs this up: Between 2022 and 2024, benchmark data across Piano clients found that traffic growth was fairly flat — it increased by only 5%. The uncertainty in site traffic means that each unique visitor is now even more valuable.

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