AI-driven search and zero-click queries are reshaping the web. Between mid-2024 and May 2025, organic traffic to news publishers dropped from 2.3 billion to under 1.7 billion monthly visits — a decline of roughly 22%, with zero-click searches rising from 56% to 69%.

This whitepaper helps publishers take control of their inventory and maximize revenue with SmartyAds SSP.

Inside, you’ll find:

  • Data-driven insights on traffic collapse and its impact on ad yield.
  • Proven SSP strategies: dynamic floor pricing, header-bidding prioritization, private marketplace (PMP) management, and flexible ad formats to boost CPMs.
  • Actionable advice for content strategy: focus on evergreen, context-rich, high-engagement pages to capture premium demand.

Why you need it:

This expert-written guide gives publishers a clear roadmap to monetize smarter, not harder. With the right SSP strategies, you can turn fewer impressions into higher revenue, attract premium advertisers, and maintain full control over your inventory — even in a shrinking traffic environment.

Now, every impression matters more than ever. Publishers who segment inventory, leverage diverse ad formats, and optimize smarter can preserve yield even as AI changes the game. 

 

Head of SmartyAds SSP, Olena Dokova.