Marketing in hard times has become the new reality for publishers. Digital monetization has always demanded resilience, but 2025 brought unprecedented challenges: a decline in organic SEO CTR due to AI-generated results (AI Overviews), tighter ad budgets, and a global economy where advertisers demand higher efficiency. Publishers who once relied on stable traffic and predictable ad revenue now face a landscape that requires agility, smarter strategies, and data-driven decisions to survive and grow.

According to Similarweb (2025), organic CTR on blog articles dropped by an average of 18% in segments impacted by AI-based direct answers. Google and Bing now deliver instant responses in SERPs, significantly reducing clicks to content sites.

At the same time, the GroupM Global Ad Forecast (2025) projects that global ad spend will grow by 5.3%, but with fiercer competition in programmatic auctions. Only publishers with optimized strategies will capture more revenue.

This drop in SEO traffic and increased monetization pressure define the hard times for publishers in 2025—but they also open opportunities for growth if the right strategies are adopted.

1. Don’t Panic: Focus on Sustainable Revenue

When organic traffic declines, the instinct may be to cut investments. But publishers who remain visible and adapt build more advertiser trust and user loyalty.

A Harvard Business Review study found that businesses that continued investing in marketing during crises recovered three times faster than those that stopped.

For publishers, this means:

• Continuing to produce original, in-depth content that AI cannot replicate.
• Strengthening direct audience channels, such as newsletters and push notifications.
• Keeping inventory available in programmatic to preserve fill rate and CPM stability.

2. Be Strategic, Not Opportunistic

Traffic volatility requires strategy, not desperation. Instead of chasing generic keywords, focus on high-intent queries.

In 2024, SEMrush data showed that long-tail transactional searches maintained more stable CTR, while generic terms lost clicks.

Tip: Invest in content that solves real problems with authority and differentiation. Traffic may shrink, but advertisers will still pay more for qualified audiences.

3. Empathy and Connection Still Drive Value

Users are tired of superficial, AI-generated responses. They seek human context, trust, and deeper analysis.

• Create comprehensive explainers that go beyond AI’s surface answers.
• Offer interactive tools (calculators, simulators, quizzes) that AI can’t provide.
• Build communities through comments and forums to increase engagement.

According to the Edelman Trust Barometer (2025), 78% of users engage more with publishers perceived as empathetic and trustworthy.

4. Key Challenges for Publishers in 2025

SEO CTR Decline

Search engines retain users with AI-driven direct answers, reducing site clicks.

Real-Time Engagement

Push notifications, newsletters, and contextual remarketing are now essential.

Monetization Pressure

Advertisers demand viewable impressions and high-quality targeting. Floor pricing management is critical.

Privacy & Compliance

With third-party cookies gone, first-party data is now the key competitive advantage.

5. Why Programmatic Remains Strong in Hard Times

Even in downturns, digital advertising remains the most efficient and measurable channel.

• eMarketer (2025) projects that programmatic display will exceed $557 billion globally, up 11% from 2024.
• In Brazil, IAB Brasil reports that programmatic already accounts for 83% of digital display spend.

This means that despite declining organic traffic, programmatic remains the most resilient revenue engine for publishers.

6. Practical Strategies for Publishers in Hard Times

• Build owned channels: push notifications and email lists reduce dependency on search engines.
• Diversify traffic sources: don’t rely solely on SEO—invest in social, direct, and referral.
• Leverage first-party data: segment newsletter subscribers and logged-in users for more profitable PMPs.
• Adopt high-value formats: video, CTV, and native deliver CPMs up to 3x higher than banners.
• Use predictive pricing: adjust floor prices in real time with smart algorithms.

FAQ – Marketing in Hard Times for Publishers

Conclusion

The hard times of 2025 are marked by a drop in SEO CTR due to AI, growing advertiser pressure, and the demand for maximum efficiency. Publishers who remain resilient, diversify channels, and adapt strategies won’t just survive—they’ll thrive.

For publishers looking to maximize every impression, Grumft provides complete monetization solutions for sites and apps, including GPush (web push with no fixed fee, rev-share model) and predictive floor price optimization to boost yield.

Sources

• GroupM – Global Ad Forecast 2025
• eMarketer – Worldwide Programmatic Ad Spending 2025
• IAB Brasil – Digital Advertising Reports
• Similarweb – Search Trends Report 2025
• Edelman – Trust Barometer 2025
• Harvard Business Review – How to Market in a Downturn

Leia também:

How to Unlock Your Blog’s True Earning Potential in 2025: A Grumft Guide for Publishers

Programmatic Advertising is Coming For Your Revenue. Are You Ready to Fight Back?

Publishers vs. Advertisers: The Core Difference That Fuels Your Revenue