Vibrant Media

Five Tips for Publishers Facing the Zero Click Challenge

MEEDIA reports that publishers are losing referral traffic from Google as AI-generated summaries (AI Overviews) reduce the need for users to click through to websites. Citing a Seer Interactive study showing a 61% drop in organic CTR and a 68% drop in paid CTR for information queries with AI Overviews, Malte Gibbe (Seedtag) and Carsten Sander (BCN) outline five practical responses: (1) analyze crawl behaviour and implement Generative Engine Optimization (GEO) using server logs, (2) design content to encourage exploration, (3) combine paywalled and free content, (4) retain audiences via newsletters/logins and first‑party data, and (5) prioritise brand building so publishers appear in LLM answers. The article warns that sustained Zero Click effects could undermine precise targeting and the open ad ecosystem, while also noting publishers can use AI as a tool to develop new formats faster.

Seedtag Expands DACH Team with Malte Gibbe Appointment

Seedtag has appointed Malte Gibbe as Publisher Partnerships Director for the DACH region, underscoring an expansion push in Central Europe. In this role, Gibbe will strengthen Seedtag's premium-publisher network while maintaining high quality standards, according to Nicolas Poppitz, Managing Director DACH & VP Sales. Gibbe brings over 14 years of digital marketing experience, most recently serving as Director Advertiser Sales & Supply for DACH at Plista (GroupM Nexus). He previously spent more than eight years at Vibrant Media, most recently as Head of Media. Seedtag, a Madrid-founded provider of contextual advertising solutions, uses an AI-driven platform to help advertisers reach targeted audiences within "Interessenwelten." The DACH team comprises 25 employees across five offices in Düsseldorf, Hamburg, Cologne, Munich and Stuttgart.

Marc Lücke Joins Welect to Drive AdTech Expansion

Marc Lücke has joined Welect to help expand the Düsseldorf-based ad-tech startup's business. In a statement, Olaf Peters-Kim, founder and CEO of Welect, describes Lücke as an experienced professional with a large network who will promote their sustainable Choice-Driven Advertising approach in a rapidly changing online advertising market. Lücke previously held senior digital roles at Axel Springer Media Impact (Unit Leader Digital) and Vibrant Media (Director Digital Advertising). He most recently served as Account Executive DACH at Objective Platform, a marketing software developer. Welect, founded in 2016, champions self-determined online ad consumption under the banner of Choice-Driven Advertising. The platform presents multiple ad spots on a site, allowing users to choose which ads to view. Proponents say this approach can improve effectiveness, expand reach, and contribute to sustainability. This hire underscores Welect's growth strategy around its unique ad-experience platform.