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AI and online marketplaces: OpenAI commercialises discovery

26 August 2026
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AI assistants are aiming to break the link between aggregation and discovery. Tangible utility is still the best defence for the online marketplace model that derived value from owning discovery within specific verticals (vehicles, properties, jobs, online resale).

For OpenAI, integrating with the marketplace ecosystem is a chance to broaden its commercial relevance to users across sectors without undue risk.

The expansion of programmatic and the rise of chatbot advertising formats further break down the distinctions between display, search, and classified advertising, promoting both competition and opacity.

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  • Online advertising quarterly: AI becomes a structural wedge

    12 May 2026

    Big tech platforms are extending their advertising lead by deploying existing AI strengths to expand functionality and offer advertisers streamlined performance.

    A cohesive model for chatbot advertising is still elusive. While in the process of defining its positioning, it currently impacts discovery more than search.

    Scale no longer guarantees agency advantage: value capture is shifting away from providing services and towards owning the processes, tools, IP, and media.

    Access report

  • Publishers' (in)visibility problem: Organic traffic under pressure

    13 July 2025

    Publishers are becoming less visible. Since 2019, publisher visibility on Google’s search results has diminished markedly—the Mail is less than half as visible in Google’s search results as it was five years ago.

    Since March, publishers' keywords have become over three times more likely to trigger an AI Overview, now affecting around one-third of the Sun and Mirror’s keywords. These summaries mostly appear for entertainment and informational queries, which typically have high search volumes but lower click-through rates

    The commercial impact is minimal—we estimate low-single digits—for now. The main threat is to discoverability, and the shrinkage of the top of the funnel

    Access report

  • Humans and machines: The everywhere equation

    12 May 2026

    Audience needs remain unchanged: creativity, talent, and community are central to building user relationships.

    Discoverability, distribution, and formats are evolving rapidly. Technical alignment is key to unlocking user value. New means of scaling, partnering, and monetising need to be considered as AI and IP structures evolve.

    Publishers don’t need to be everywhere: the fundamentals of content, brand, and curation are still key with no one-size-fits-all route to success. Agility and experimentation are crucial as the ecosystem continues to evolve.

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