MarTech Podcast ™ // Marketing + Technology = Business Growth Understanding the Media Publishing Landscape
Oct 6, 2025
Amanda Martin, Chief Revenue Officer at Mediavine and a leading expert in publisher monetization, delves into the challenges facing publishers today. As AI disrupts content discovery, she discusses strategies for adapting, including blocking AI crawlers to negotiate commercial partnerships. Amanda highlights the importance of diversifying traffic sources beyond Google and compares pay-to-crawl models to streaming services' shifts. She also covers the complexities of programmatic advertising and the evolving monetization landscape.
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Publishers Are Methodical, Not Slow
- Publishers are methodical, not just slow, because they must pick which changes to prioritize with limited capital.
- This cautious approach creates friction when buyers push for faster innovation in the ad ecosystem.
Buyers Now Prioritize Attention Metrics
- Buyers now demand efficiency and attention metrics beyond simple viewability or brand safety checks.
- Programmatic buying sophistication has grown, making inventory selection about engagement and content context.
Walled Gardens Offer The 'Easy Button'
- Walled gardens offer an easy, consistent reporting and ROI 'easy button' that buyers favor.
- The open internet offers scale and voice but struggles to capture the same budget allocation.