How to Balance Ad Revenue and Traffic

I'm just curious how you balance all that. Is your goal 100% right now to get as many impressions or is email part of your strategy? What is the thought process? Since I've done websites, there's always been traffic. And I think that's the way most publishers go: I get more traffic. I get more ad revenue. It's a one-to-one relation. But when you get to a certain level and I can't say for what industries you should get to in terms of impressions per month, but when youGet to acertain level, I think the objective should move massively away from ad revenue and traffic,. which will also help with any drops in traffic