--- title: "AdTech Insights 2026-11-07" url: https://adtech.lol/insights/2026-11-07 date: 2026-11-07 articles_analyzed: 5 publisher: AdTech Radar --- # AI-driven platform growth and shifting search dynamics are forcing a transition from session-centric traffic to outcome-based advertising models. The industry is grappling with a decline in traditional web traffic as AI search summaries replace site visits, leading publishers to prioritize licensing and CTV revenue. Meanwhile, high-performance advertising platforms and retail media networks are seeing significant growth by focusing on measurable outcomes and integrated budget management. ## Key Takeaways & Market Facts - **56%** — AppLovin ([LinkedIn](https://www.linkedin.com/company/applovin)): AppLovin ([LinkedIn](https://www.linkedin.com/company/applovin)) reported a revenue increase in its third-quarter earnings for 2026. [AppLovin Q3 2026 Earnings: 56% Revenue Growth & Install Volumes Up](https://adtech.lol/articles/d9a099ed-decf-4792-bafc-f1a151927482) - **70%** — People Inc.: People Inc.'s referral traffic from Google ([LinkedIn](https://www.linkedin.com/company/google)) search has plummeted over the past two years. [With Search Traffic Down 70%, People Inc. Bets On Revenue Beyond Site Visits](https://adtech.lol/articles/aa30fa7e-33b3-4414-83c0-268517709142) - **90%** — Google ([LinkedIn](https://www.linkedin.com/company/google)): Google ([LinkedIn](https://www.linkedin.com/company/google)) AI Overview summaries now appear at the top of the vast majority of search queries related to People Inc. content. [With Search Traffic Down 70%, People Inc. Bets On Revenue Beyond Site Visits](https://adtech.lol/articles/aa30fa7e-33b3-4414-83c0-268517709142) - **195 employees** — People Inc.: Due to declining traffic, People Inc. reduced its staff by approximately six percent last week. [With Search Traffic Down 70%, People Inc. Bets On Revenue Beyond Site Visits](https://adtech.lol/articles/aa30fa7e-33b3-4414-83c0-268517709142) - **2%** — People Inc.: Despite traffic challenges, People Inc. recorded a slight year-over-year increase in digital revenue for Q3. [With Search Traffic Down 70%, People Inc. Bets On Revenue Beyond Site Visits](https://adtech.lol/articles/aa30fa7e-33b3-4414-83c0-268517709142) - LG Ad Solutions ([LinkedIn](https://www.linkedin.com/company/lgads)): LG Ad Solutions ([LinkedIn](https://www.linkedin.com/company/lgads)) appointed Abhijit Pol as Senior Vice President of Product and Engineering. [LG Ad Solutions Appoints Abhijit Pol as SVP of Product Engineering](https://adtech.lol/articles/e61cdec8-04d6-42ec-a96a-bdb4d10b5ca4) ## Key trends - **The Transition from Reach to Results**: Both LG Ad Solutions ([LinkedIn](https://www.linkedin.com/company/lgads)) and AppLovin ([LinkedIn](https://www.linkedin.com/company/applovin)) are intensifying their focus on engineering and AI to deliver measurable business outcomes rather than just impressions. This signals a market shift where accountability and performance-driven growth are the primary requirements for advertisers. - **AI Disruption of the Open Web**: The massive traffic losses reported by major publishers due to AI search summaries highlight a systemic threat to the traditional ad-supported web. Companies are being forced to diversify into licensing, Apple News, and CTV to survive the decline of search-driven referrals. - **Infrastructure for AI Readiness**: Whether through executive hires for product engineering or establishing brand governance for AI agents, the industry is moving from AI experimentation to building the formal governance and engineering foundations required for operational AI. ## Performance & App Growth - AppLovin ([LinkedIn](https://www.linkedin.com/company/applovin)) reports massive revenue and install growth driven by digital platform adoption. [AppLovin Q3 2026 Earnings: 56% Revenue Growth & Install Volumes Up](https://adtech.lol/articles/d9a099ed-decf-4792-bafc-f1a151927482) ## Publishing & Search - People Inc. pivots revenue strategy as Google ([LinkedIn](https://www.linkedin.com/company/google)) AI Overviews decimate traditional search traffic. [With Search Traffic Down 70%, People Inc. Bets On Revenue Beyond Site Visits](https://adtech.lol/articles/aa30fa7e-33b3-4414-83c0-268517709142) ## CTV & Video - LG Ad Solutions ([LinkedIn](https://www.linkedin.com/company/lgads)) hires new engineering lead to advance CTV measurement and AI-driven workflows. [LG Ad Solutions Appoints Abhijit Pol as SVP of Product Engineering](https://adtech.lol/articles/e61cdec8-04d6-42ec-a96a-bdb4d10b5ca4) ## Retail Media - Strategies emerge for coordinating siloed brand, paid, and retail media budgets for full-funnel marketing. [How to fund full-funnel retail media across three budgets](https://adtech.lol/articles/a22d494a-7df2-4991-a2a2-00c03e0b3411) ## AI in Advertising - Industry experts define governance and data context rules for integrating AI agents into martech ([LinkedIn](https://www.linkedin.com/company/martechismarketing)). [What to do before buying a martech platform with AI context](https://adtech.lol/articles/c6fad447-53f7-4320-b281-438f39082e65) ## What to watch - Will publisher licensing deals with AI companies sufficiently compensate for the ongoing decline in search referral traffic? - Can retail media networks successfully merge brand and performance budgets without causing internal organizational friction? - To what extent will AI agents in martech ([LinkedIn](https://www.linkedin.com/company/martechismarketing)) platforms automate manual campaign approval workflows by 2027?