November Pub•Talk

Over the past month, we’ve surfaced the top topics our publisher community is discussing. Unless otherwise noted, these are human-generated insights.

Hot Topic: Curation

Where do we start with everything being said about curation within the industry? For the moment, I think the idea is to point to where our publishers have commented:

• linkedin Erez Levin on LinkedIn: THE HOTTEST TAKE ON CURATION? Yet one more hot take on Curation, except… | 27 comments
• linkedin Scott Messer on LinkedIn: Open Auction demand generation is more complex below the surface. Supply…
• Brooke Osmundson Google Ad Manager Launches Curation Capabilities For Agencies

Scott Messer graphic:

Sustainability

from our Sustainability channel - it references our Base•Camp presentation by Ebiquity:

This is the hidden cost of digital advertising shared by Ebiquity at Basecamp Barcelona. Is anyone using the CO2PM metric? The difference in emissions between MFA sites and TNW in the light blue panel is significant. Has anyone seen evidence that the buy side is genuinely using the metric for procurement decisions?

The key topics slide from the same presentation. The central box shows that a majority of major global brands think that improving the sustainability of media campaigns in 2025 will become more important. Hence the question in the previous post.

Projects

• Proposed: identify all the various trade organizations and their impact on publishers. A secondary goal will be to engage with these groups to understand how to amplify our voices.
• Project: collect research and resources about how news is brand safe in one place (Beeler•Space).
• Project: analyze keyword blocklists for patterns

Amplifying Publisher Voices

Some recent articles/social posts from publishers that you should read, engage with and amplify:

This video podcast includes our partner, Tom Triscari (AdTech Economic Forum), our In View client, Aditude, and Mike Irenski, VP of Programmatic Revenue at Hearst Newspapers.

The Third Way: Forward Thinking Publisher Ad Tech

"The Third Way: Forward Thinking Publisher Ad Tech" explored how modern software delivery and business models are transforming how publishers manage their ad tech and revenue operations. Moderated by Landmark Ventures’ Senior Adtech Advisor Tom Triscari , this session brought together Jared Siegal, CEO and Founder of Aditude, and John Shankman, Chief Strategy Officer at Aditude and former Founder and CEO of Hashtag Labs. In this insightful conversation, we dove into how Aditude is paving the way for a third option in ad monetization—beyond traditional in-house teams or outsourced managed services. This new model leverages SaaS technology to empower publishers to maximize profits, minimize costs, and retain full control over their ad tech stack. We were also joined by Mike Irenski, VP of Programmatic Revenue at Hearst Newspapers, who shared his firsthand experience, diving into real-world results and insights into how the third way has positively impacted their operations and revenue.

youtu.be