Zenith's Daniel Sichel on Referral Traffic Decline, AI and Inequality, and Ecommerce Rivals

ExchangeWire’s John Still and Lindsay Rowntree are joined by Daniel Sichel, Global Digital Performance Lead at Zenith, to take on the biggest news across media, marketing and ecommerce this week.

Publishers are concerned about the sharp decline in referral traffic from social media (Reuters)

Should this be front of mind for publishers? What can be done to mitigate this potential drop?

Publishers are concerned about the sharp decline in referral traffic from social media, finds the Reuters Institute, in its latest research study: Journalism, Media, and Technology Trends and Predictions for 2024. As a result, 77% of publisher respondents say they plan to focus their efforts on their own direct channels this year. Many publishers (+64 net score) plan to create more video next year, and around half will be making more use of podcasts, as they aim to lean into the areas providing the most audience and advertiser growth.

FedEx is launching a new e-commerce platform as it competes with Amazon (The Verge)

Can FedEx compete with Amazon? Will we see more companies trying to take on Bezos?

FedEx has announced plans to launch a new data-driven ecommerce platform which will connect the entire customer journey. It aims to make it easier for companies to grow demand, increase conversions, optimise fulfilment and streamline returns. FedEx reports that it will be the “only logistics company to connect the entire customer journey by offering end-to-end ecommerce solutions for businesses of all sizes – all in one platform.” The platform’s launch is planned for autumn 2024. 

AI to hit 40% of jobs and worsen inequality, IMF says (BBC)

How concerning is this news? Have you already seen an impact in you day to day?

According to an analysis by the International Monetary Fund (IMF), AI is set to affect nearly 40% of all jobs. Kristalina Georgieva, IMF’s managing director, says that “AI will likely worsen overall inequality”. It is estimated that AI will affect a higher number of jobs in more advanced economies (around 60%) versus lower income countries (26%). 


John Still, head of content, ExchangeWire


Daniel Sichel, global account manager, Zenith 

Lindsay Rowntree, COO, ExchangeWire