Digital media leaders gathered at AdMonsters PubForum to reclaim audience trust and transparency. They explored strategies for resilient growth amid platform disruptions, AI integration, and shifting traffic dynamics.
Photo of Snopes CRO Justin Wohl at AdMonsters PubForum on November 11, 2024, in Scottsdale by
On Monday, at Publisher Forum Scottsdale, I joined a buzzing roundtable of media leaders, eager to unpack strategies for amplifying their audience value in a world under siege from dwindling audience signals and declining traffic.
A mirrored reflection of the two-and-a-half-day Publisher Forum—where industry experts explored everything from audience amplification to the roles of premium, curation, outcomes, and transparency in a world reeling from the loss of third-party cookies—the Leadership Forum roundtable cut deep into practical solutions while exemplifying that forward-looking spirit.
These leaders did not come to AdMonsters Publisher Forum just to share war stories, they were looking for battle-tested tactics to turn the latest industry disruptions around in a complete about-face.
Owning the Audience: Breaking Free from Platform Dependency
Whether the topic du jour was AI, platform and third-party dependencies, or search and social algorithms shifting like sand, there was a resounding battle cry—publishers are tired of the instability of building audiences on borrowed land.
“Every time Facebook tweaks its algorithm, we’re left scrambling. Our focus now is to build connections that last,” shared one publisher. Relying on third-party platforms is a risky game, one that these publishers are slowly stepping away from.
That’s exactly why many have begun investing in owned channels like email newsletters, subscriptions, curated communities, and events to command audience trust and stabilize revenue.
“Emails don’t have an algorithm to dodge, and our audience knows they’re coming to us on purpose,” another media leader explained.
Striking a Balance with AI Tools
Shifting the conversation to AI, publishers talked about finding ways to integrate automation without losing quality control, especially with content. Everyone agreed that AI is a tool and not a solution.
“We’ve implemented AI to handle specific content needs—like pulling data for product articles or automating metadata—while keeping editorial oversight front and center,” noted one participant.
Another executive mentioned setting up AI use protocols across their teams, focusing on transparency. “We label any AI-generated content so readers know exactly what they’re getting. There’s no room for ambiguity.” This approach streamlines workflows while ensuring content maintains the brand’s trusted voice.
Beyond content generation, several publishers are leveraging AI in ad targeting and audience segmentation, but with strict guidelines to avoid compromising reader trust.
For example, one publisher discussed using AI to optimize ad placements without sacrificing user experience. “It’s about making the experience smoother without overshadowing our editorial mission,” they explained.
Diversifying Traffic Sources to Secure Stability
An issue that came up repeatedly was the unpredictability of referral traffic, especially with major players like Facebook and Google shifting their priorities.
While third-party channels once acted as reliable traffic sources, they’ve become less predictable and more expensive, driving publishers to seek alternatives. PubForum sessions focused on “Social Survival,” where adapting to reduced visibility and algorithmic changes was a major theme, reinforced this point.
At the roundtable, several leaders shared how they’re cultivating alternative traffic sources by partnering with niche sites and expanding private marketplaces.
“Instead of relying on Facebook, we’re working with other publishers to create shared traffic opportunities. This way, we can bring in audiences that already engage with similar content,” one executive explained.
Another publisher emphasized the importance of privacy-first audience segmentation. “It’s not just about reach; it’s about engaging audiences that are valuable to us and to advertisers,” they said.
Collaborating to Compete: Small Pubs Uniting for Bigger Impact
For smaller publishers, the challenge of maintaining visibility against larger players has sparked a shift toward collaborative efforts. The conference theme of community resonated here, as leaders discussed how smaller players could pool resources and audiences to amplify their reach and leverage greater negotiating power.
One participant described a consortium they’re part of, where several niche publishers share ad inventory to create a unified marketplace for advertisers. “By banding together, we’re able to offer the kind of audience scale that competes with the big platforms,” they said.
Another leader pointed out that smaller pubs can experiment with ad products and partner initiatives more nimbly than larger competitors. “If we’re smart, we can push the boundaries of what ad solutions look like for our readers and our partners,” they added
This spirit of collaboration reflected the broader Scottsdale agenda, where discussions around partnerships and shared networks highlighted the potential for smaller publishers to thrive by uniting rather than going it alone.
Looking Forward: A Roadmap for Resiliency
Publishers are no longer simply reacting to industry shifts. They’re actively shaping a future built on trust, audience ownership, and sustainable growth. The Leadership Forum roundtable taught me that these executives set their own terms for audience engagement, leaning into innovation and collaboration as their guiding principles.
With rapid evolutions in digital media, these publishers are demonstrating that resilience isn’t about waiting out the storm, it’s about redefining what it means to be a trusted media source.
Whether through email loyalty, transparent AI use, or cross-publisher alliances, they’re setting a precedent and marching to the beat of their own drum to put a determined path forward.