The web’s existential crisis continues.
A new study from MediaLink, commissioned by LoopMe, suggests advertisers are bracing for a post-web era in digital advertising. According to the research released last week, 84% of marketing decision-makers and programmatic players (DSPs, SSPs, publishers, etc.) say they’ve seen early or significant shifts in consumer behavior away from traditional web browsing and search, driven by the rise of AI platforms like ChatGPT and Perplexity. (Are you shocked?)
The study—which included 27 qualitative interviews and a survey of 69 MediaLink clients across North America, EMEA, and APAC—also found that 45% plan to shift brand budgets toward mobile in-app advertising within the next 12 months.
Why This Matters:
Change is afoot. Generative AI services are fundamentally reshaping how people find and consume information. In turn, brands and publishers are rethinking where ad dollars should go. Mobile in-app environments are being eyed because, according to respondents, they’re often more closed, measurable, and less dependent on search.
MediaLink’s analysis also found that app engagement continues to grow, with consumers spending roughly four hours per day on smartphones, most of it in apps. As web traffic declines, mobile is emerging as a kind of refuge for advertisers concerned about waning reach on the open web.
Experts React:
Mark Wagman, Managing Director and Partner at MediaLink, said about the findings: “We’re seeing a fundamental transformation in how consumers discover and consume information.” He added that “web-based publishers are feeling pressure” and that mobile apps are “resilient” by comparison and “less exposed.”
Our Take:
There’s no question that AI is eating away at traditional web experiences (Cloudflare, where you at?!)—and, by extension, the ad inventory tied to them. But it’s still early days. The notion that 84% of advertisers already “see” this shift likely reflects heightened concern rather than proven business impact.
It’s also worth noting that the survey is based on a pretty small sample size of 96 people. That’s normal (we think) for qualitative research but not necessarily statistically representative of the global ad industry. Still, it’s MediaLink so there’s more credibility there. Plus, the seniority of respondents give the data more weight. At the very least, it’s a good directional signal of where advertiser sentiment is heading.
Final thing: we don’t think we’ve seen many mobile adtech companies lean into the “AI is eating the web, so lean into apps” narrative. Meta, maybe? Has AppLovin done that? We see it for CTV and retail media but mobile apps, less so. That could change now, though, thanks to this study.
