Google ad tech switch craters Enero’s OBMedia

Hal Crawford

April 4, 2025 9:26

Enero’s OBMedia is cutting staff and pulling out $7m in cost after a Google ad tech change cratered its performance media business, according to an ASX filing.

The Australian agency group informed the market that FY25 revenue at US-based OBMedia would be down up to 39% because of Google’s move from the Adsense for Domains (AFD) ad tech to Related Search on Content (RSOC).

The filing said that OBMedia had been testing RSOC and may create additional revenue opportunities in future. However, it was not a replacement for AFD in the short term.

“To prudently manage expenses during this transitionary period, OBMedia will be undertaking staff reductions in FY25 Q4. The initial change actioned this week will remove around $7m of annual cost from the OBMedia business whilst retaining its key strategic capabilities.”

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Hal Crawford

Crawford has worked across news media over a 30-year career, including running Ninemsn editorial in Sydney (editor-in-chief and publisher) and the TV3 newsroom in Auckland (chief news officer).