The Publisher
Monetization Blog
Practical thinking on publisher revenue, programmatic strategy, and the data layer that separates great monetization from average.
Why Your Impressions Are Worth Less Than They Should Be
Most publishers assume their ad stack is doing its job. The signal gap tells a different story — and it's costing real revenue on every page load.
Incremental Revenue vs. Revenue Share: How to Think About Monetization Partners
Revenue share percentages don't tell you whether a partner is actually adding value. Here's how to measure the number that matters: net incremental revenue.
UID2.0 vs Contextual Targeting: Why You Need Both
The post-cookie conversation split publishers into two camps. The right answer isn't a choice — it's both signals, at bid time, on every impression.
Measuring ROAS Agents: Proving Incremental Lift from Intent to Conversion
Performance teams are rightfully skeptical. “Agentic optimization” sounds great—but if you can’t prove lift, it’s just another layer of complexity. This post breaks down how to measure a Custom ROAS agent in a way that performance teams trust: by focusing on incremental improvement from intent to conversion. Start with the measurement mistake to avoid The […]
How Custom ROAS Agents Optimize the Customer Journey (Full-Funnel Playbook)
Most performance teams already optimize. The question is: are you optimizing the funnel—or just optimizing inside a channel? A Custom ROAS agent is designed to improve the customer journey end-to-end, by continuously learning which contexts and placements move people from intent → conversion. Here’s a practical playbook you can use to think about full-funnel optimization […]
What Are Custom ROAS Agents? A New Operating System for Performance Teams
Performance marketing has a recurring problem: the best optimization levers are getting harder to use. Audiences fragment. Signal quality varies by channel. And even when you can measure, it’s often too slow to act on what’s happening right now—at the exact moment someone is moving from curiosity to purchase intent. That’s where Custom ROAS agents […]