The open web is shrinking

The internet is changing faster than most marketers and media plans can keep up with.

New data reported by Digiday found publisher ad supply fell by as much as 40% in Q2 as AI search and zero-click experiences significantly reduced traffic to the open web. Fewer visits means fewer pageviews, fewer impressions, and less inventory available for advertisers.

It's another reminder that some of the biggest changes affecting marketing today aren't happening inside ad platforms, they're happening in how people find information in the first place.

That's been a continued reason we're so bullish on out of home, and why spend here continues to increase.

People still commute, travel, shop, attend events, and move through the physical world every day. Billboards, transit, airports, retail, and place-based media aren't dependent on search traffic, referral links, or AI-generated summaries. As digital inventory becomes scarcer and more fragmented, real-world attention only becomes more valuable.

If you're evaluating your plans for the second half of the year, this is a good reminder that OOH through AdQuick offers something increasingly rare: broad, measurable reach in a channel algos can't intercept.