channel planning

How LLM Adoption Is Reshaping Search, Web Traffic and Digital Advertising

How LLM Adoption Is Reshaping Search, Web Traffic and Digital Advertising

  • ARF; MSI

As consumers increasingly turn to large language models for information, their wider online behavior may change in ways that affect search engines, publishers and advertisers. This MSI Working Paper analyzes detailed browsing data to examine what happens after users adopt LLMs. The researchers find that traditional search activity eventually declines by more than 20%, visits to smaller and education-related websites fall, and exposure to display advertising decreases. The findings suggest that LLMs are becoming substitutes for some established online activities while potentially concentrating traffic among the web’s largest platforms.

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Why Irregular Ad Scheduling Wins: Uncovering the Hidden Dynamics of Skippable Ad Acceptance

Why Irregular Ad Scheduling Wins: Uncovering the Hidden Dynamics of Skippable Ad Acceptance

  • ARF
  • JOURNAL OF ADVERTISING RESEARCH

A large-scale analysis of clickstream data reveals that how often and how regularly pre-roll skippable ads are shown significantly influences whether users accept or skip them. Using advanced modeling, researchers find that less frequent and more irregular exposure increases the hidden “acceptance propensity” underlying viewing behavior. These findings challenge conventional scheduling tactics and offer new strategies for maximizing skippable ad effectiveness.

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