The Ozone Project is a company born from publisher collaboration to build tech solutions. Last week, they announced their new focus on the US market. You might have missed that news because all the oxygen in the room (there is an Ozone/oxygen joke to be made here, but folks, I’m writing this as Base.Camp Savannah is upon us. Give me a break!)... anyway, the oxygen in the room was sucked out by a two-part blog post by Jeff Green. The response was…wow.
The Transaction ID discussion is a perfect example of where we are as an industry. We all think we are reaching a crossroads, but we’re about to find we are hurtling toward a roundabout. If we don’t crash into the central island, it’s likely we will just go around in circles or backwards.
At Base.Camp Savannah, I am leading a discussion on how we rebuild trust in the programmatic ecosystem. I am both excited and terrified of this conversation. Why? Too little trust to build from. We’ve created a both buyer- and seller-beware marketplace. It’s not good.
Okay, enough negativity. I get to see some of my favorite people this week while missing many more. We are problem solvers. We will solve this and other things.
💥Here’s your sneak preview of The Stack
The industry moves too fast. Step away for even a week and you come back to chaos, with a thousand conversations happening at once. How do you tell what actually matters? The Stack subscription is your way to stay looped in, giving you the conversations, signals, perspectives, and intelligence you’d otherwise miss.
Right now, you can join the waitlist for The Stack.
And here are two FREE juicy teasers of what you can expect:
- As publishers, we don’t serve readers, we serve shareholders
Anonymous publisher op-ed
“Shareholders want growth at all costs, quarter after quarter. That’s why you see the clutter, the clickbait, the short-term revenue plays. No one thinksthis is good for the audience, but no one cares. The only story WallStreet wants to hear is growth. It doesn’t matter if you’re torching your brand, chasing junk traffic, or completely gutting the user experience in service of more ad space. As long as the number’s biggerthan last quarter, you’ve done your job. Miss it once, and they’ll find someone else who will.”
- Publishers, chasing revenue at all costs is costing you
Deep-dive analysis by Rob Beeler
“When we tell our programmatic teams to ‘Just get more revenue, I don’t need to know how,’ we’re poisoning our own well as publishers. You flood the market, you train buyers to pay less, you chase every possible dollar,you strip away your own leverage, and (at some point) you dig yourself a hole so deep you can’t dig your way out. So while gambling isn’t without risk, if you don’t make that bet now, you may not have a business left to gamble with later.”
More soon!
Advertising Economic Forum will return in 2026!
This week’s Advertising Economic Forum sold out fast. So, now is the time to let us know you’re interested in joining us in 2026. Why does the room for this event always fill so quickly? Here’s what one of our past attendees had to say:
“In five years, I fully expect to look back on this gathering as a pivotal moment for my strategic plans. One that profoundly influenced my future trajectory."
AdEF is where the future is decided. Be there.
Brad Jeffrey, William Soraine, Matt McGowan, and Raven Opatovsky are speaking at Digital Day Camp
We’re excited to announce four new speakers who will be joining us at Digital Day Camp in Toronto on October 22, 2025:
- Brad Jeffrey (Agency Partnerships Lead, Google) and William Soraine (VP of Investment, WPP Media): As the Canadian digital media market continues to evolve, so does the need for stronger collaboration between the buy and sell sides. This keynote will tackle the realities of working across agencies, buyers, and publishers in an increasingly complex ecosystem. Key topics include the growth of Connected TV, the rise of live streaming, challenges around signals, and measurement, and the ongoing balance between upfront commitments and programmatic flexibility.
- Matt McGowan (SVP Business Solutions, Bell Media) and Raven Opatovsky (VP Marketing, Canada Goose): In today’s world, the scarcest resource isn’t capital, it’s attention. Canadian companies are adopting a Canada-first mindset to capture and keep it, strengthening our local marketplace while competing on the global stage. In this fireside chat, Matt McGowan and Raven Opatovsky will discuss how two of Canada’s most iconic organizations are re-engineering their teams, technology, and strategies to win in an attention economy, while ensuring Canada’s Media remains Canadian.
The last three Digital Day Camp events sold out. So, if you’re interested in being a part of the conversations that will decide the future of Canadian digital media, register today.
Time is running out to say yes to Base.Camp Lisbon this November
Leaders from The Economist, Reach PLC, Better Collective, Schibsted, Immediate Media, Bayut and Dubizzle, Bauer Media Group, Adevinta, LiveNation, Tripadvisor, Wall Street Journal, Kinective Media℠ by United Airlines, Planet Sport, Netflix, News Corp, Telegraph Media Group, Livenation, City Digital Oy, Condé Nast, and others have already committed to joining us in Lisbon.
Here’s why:
Your people will be there. These conversations matter. And the agenda is built for forward momentum.
If you’re interested in joining us, now is the time to raise your hand.
A full list of our 2025 events all in one nice little package:
- 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.
- 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 42, just search “Job Seeker 42” to be taken directly to their description.
Some members of our NYC community enjoying dinner with Rob and our friends from Yieldmo, talking about maximizing Q4. I heard the meal was great!Join the Community!
Thousands of professionals, of all ages, worldwide turn to Beeler.Tech as their meeting place for all things publisher revenue operations. Join the Beeler.Tech Community here! Your teams and colleagues are welcome, too.
Advance Women
📅 October 28, 5:30 - 7:30 pm
📍 Silver Lining Lounge @ Moxy LES, 145 Bowery, New York, New York, USA, 10002
“You’re on mute”. We’ve all been there - talking for minutes on a Zoom call before someone politely points out that they haven’t heard a word. It’s time to change that and Unmute yourself. Please join Advance Women for a night of unfiltered, unforgettable conversations with women who’ve been there. Expect an evening of inspiration centered on what happens when women come together without filters, fear, or hesitation.
A huge thank you to the sponsors and community for making this event happen! LG Ad Solutions, Automattic, Screenverse, Personalized Meetings & Travel, OpenX, AD LUCEM, AdLib: DSP Advertising Made Easy, Intent IQ, The Digital Marketeer Podcast with Stefanie Beach, and iDigress! Space is limited! Register today!
Join the Women’s Space
Our Women’s Space is growing. We are working on a Code of Conduct for events. One that Beeler.Tech will use and ask all our attendees to agree and adhere to, while then asking the industry to sign on to the same code of conduct. There are lots of ideas about where to do with this to make real change, not only for women, but for everyone. We want to elevate respect and professionalism.
We have a Slack channel and a WhatsApp group. The WhatsApp group has more conversation, but join either or both and add to the conversation!
Please reach out to Melissa if you would like to join one or both.
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