Before I dive into some of my latest thoughts, late Friday I caught up with Scott Messer and Gareth Glaser to record their presentation, “The Curation Spark in the Programmatic Forest” from Navigator NYC this month. It clocks in at over an hour. It’s an hour well spent.
Speaking of Navigator NYC…
This week, I want to share a few thoughts with you as we consider the future of publishing.
I follow Kyla Scanlon on my favorite short documentary platform (ok, it’s Tik Tok) and she made this statement: “I think what we're witnessing isn't just an extension of the attention economy but something new - the simulation economy.” This is from an article titled, “The Most Valuable Commodity in the World is Friction.” I highly recommend reading it and following her, but even if you don’t, contemplate this:
- As an industry, digital advertising is still trying to figure out attention. Silicon Valley, on the other hand, isn’t just about keeping you engaged: they want you to forget that the real world exists. Forget societal impact for a second (Silicon Valley has) and focus on how seamless the experience these platforms aspire to be. We’re trying to move away from click-through reports.
- But we can’t escape the real world and to me this is where the opportunity lies for us. Friction is the ability to get someone to stop going down the easy path and consider alternatives. AI will be “good enough” for almost all your content consumption needs – until we, as publishers, throw a wrench into that plan and say there is a better experience over here. In the war against AI overlords, publishers are at the front lines of the resistance. Start preparing.
- How do you prepare? Ironically, friction comes from liquidity. The Dawn of Liquid Content spawned this idea for me. Publishers need to create content that can go anywhere. Context reshapes content. If SEO is gone, why write 800-word articles? Create content with the kernel of an original idea and make it flow to wherever people can find it. Make sure it’s your kernel and make sure it’s valued and attributed to you. That’s the friction required to get people to come to you and not the world the platforms are creating.
I know, I know - a bit much for a Monday morning while you wait for the caffeine to kick in. Read it again later and let me know what you think.
It’s Time for Us to Redefine Efficiency in Ad Ops
There’s no shortage of hot takes on how to make ad ops “more efficient.” But adops.com Executive VP of Business Operations Michael Alania really nails it with his latest exclusive editorial for Beeler.Tech:
“In the world of ad operations, ‘efficiency’ is a word that gets thrown around a lot. It's the go-to mantra when margins are tight, leadership wants better numbers, or teams are asked to do more with less. But for many in ad ops, efficiency has become synonymous with sacrifice. Something that sounds good in theory but rarely feels good in practice.
It doesn’t have to be that way. Efficiency shouldn’t come at the cost of what makes your ad ops run. It should enhance it. Think smarter systems, stronger foundations, and scalable processes that fuel innovation.”
Seriously, folks. Take a few minutes today to read this article. Michael cuts through the noise and lays out what true operational efficiency can and should mean for publishers: clarity, control, and confidence.
Navigator London is 10 June, and we’ve got big updates for you
Yes, I’m excited about the latest updates to the Navigator London agenda, because each of these conversations is focused, relevant, and overdue:
- Simon Harris, Director of Ad Strategy at DPG Media, will walk through what signal loss really means for attribution, and why publishers shouldn’t wait for the buy side to catch up.
- We’ll go behind the scenes to dig into the real-world dynamics of programmatic flooring, from tech to politics to getting the most out of inventory.
- Eoin McGregor, Global Head of Tripadvisor Ad Express, will share how self-serve sales structures are driving automation, sustainability, and business growth.
- Iesha White, Director of Intelligence at Check My Ads and Head of Content at The Women in Programmatic Network, will bring the buy-side lens to why publisher signals still aren’t landing, and what we can do to change that.
- And yes, there will be a presidential-style debate about whether YouTube is TV. Because the answer shapes the future of CTV.
And that’s only the beginning of what you can expect at Navigator London on June 10 at Glaziers Hall.
So your next steps are simple. First, check out the agenda. Then tell us you want to join us. This event is only a few weeks away, and space is limited.
June 4 is a big day. You don’t want to miss it.
First, you’ve got the IAB Tech Lab Summit during the day.
Then, that night, it’s time for Beeler•BASH.
Beeler•BASH started years ago with a few of us grabbing drinks after industry events. Our goal was simple; to create a space where AdOps and industry folks could cut loose without having to pretend to have all the answers. But over time, it became something more. Because when you give smart, burned-out people a space where they don’t have to be “on,” they actually show up.
And they’ve kept showing up year after year. So, after IAB Tech Lab Summit, we’re taking over Rumi Event Space in NYC for this year’s Beeler•BASH on June 4.
Want in? Here’s what you do:
- Register for the IAB Tech Lab Summit 2025 and save 25% with our discount code: BeelerSummit.
- Want an invite to Beeler•BASH? Publishers, brands, agencies—it’s free, but space is limited. Raise your hand now.
See you on June 4!
Looking ahead: 3 events. 3 chances to do better work.
The second half of the year is coming fast, and the calendar is already stacked with events built to get real work done.
- Base•Camp Savannah kicks off October 5. Built for industry operators, leaders, and realists who want to go deeper. Not just on what’s broken, but on what’s getting rebuilt.
- Digital Day Camp returns to Toronto on October 22, and registration is now open. This is one working day with Canadian digital media leaders. No posturing. Just honest problem solving and shared context.
- Base•Camp Lisbon closes out the season November 2-5. We’re bringing the magic of Base•Camp to Europe. Stronger European publisher presence. Bigger conversations.
If you’re thinking about joining us, now is the time to say so. These are obsessively constructed, purposefully curated events, and early signals help us build them around the people who need to be in the conversation.
More updates soon.
A full list of our 2025 events all in one nice little package:
- Beeler•BASH! - June 4
- Navigator London - June 10
- Base•Camp: Savannah, GA - October 5-8
- Digital Day Camp, Toronto - October 22
- Base•Camp: Lisbon, Portugal - November 2-5
More things to keep your eyes out for:
- Read our take on the top updates/news items from around the industry.
- Beeler.Tech’s highlights of: May Industry Events.
- Look for your next job on our job board. Also - sign up for our Jobs Newsletter (delivered every Thursday). Subscribe here.
- Fill your open positions by helping us help you: Submit a job and check out a job seeker like Job Seeker 23, just search “Job Seeker 23” to be taken directly to their description.
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