Summary3 min read

MarTech Podcast™: "What Are the Hardest Questions Publishers Are Asking About Programmatic?"

Host: Benjamin Shapiro
Guest: Amanda Martin, Chief Revenue Officer at Mediavine
Date: October 10, 2025

Episode Overview

This episode explores the rapidly changing challenges publishers face in the world of programmatic advertising. Featuring Amanda Martin of Mediavine, the discussion covers shifts in web traffic acquisition, the impact of AI on media economics, revenue declines, and the evolving playbook for publisher success as we head into 2025.

Key Discussion Points & Insights

1. The Hardest Question: "How Do I Get and Save My Traffic?"

Timestamp: 01:45

Amanda Martin identifies the biggest struggle for publishers: not just acquiring traffic, but holding onto it amid sweeping industry changes.
The traditional methods of generating traffic, especially through SEO, are no longer guaranteed.

"The days of how do I get more traffic? Was play the SEO game and show up in results and perform. It's just a big open ended question right now." – Amanda Martin (01:49)
The current climate features unpredictable declines in traffic, with Amanda noting average revenue losses of 25% as a result.

"...when you're looking at revenue declines of average 25% because your traffic is just physically disappearing month over month." – Amanda Martin (02:15)
The lines between traffic acquisition and brand building have blurred; the focus must now shift from tactics to sustaining and growing an authentic brand presence.

2. Broader Industry Shifts: The Impact of Artificial Intelligence

Timestamp: 02:28

Host Benjamin Shapiro contextualizes Amanda's insights within the larger transformation taking place across publishing, driven by advances in AI.
AI is altering not just marketing strategies, but also "the economics of being a publisher and creator."

"Artificial intelligence is not only changing about how brands are thinking, but also the economics of being a publisher and creator." – Benjamin Shapiro (02:28)
The ways in which publishers reach their audiences are shifting; some media sources are shrinking, while others adapt and find success by leveraging AI and new audience engagement tactics.
Navigating this uncharted landscape mandates flexibility, innovation, and a future-proof approach to monetization.

Notable Quotes & Memorable Moments

Amanda Martin (01:45):
"I think the hardest question is how do I get my traffic and how do I save my traffic? It's the hardest question because it's a moving target and there's no easy answer for it."
Amanda Martin (02:15):
"...it really goes away from how to drive traffic and it's how to drive your brand, which can be a hard thing when you're looking at revenue declines of average 25% because your traffic is just physically disappearing month over month."
Benjamin Shapiro (02:28):
"Artificial intelligence is not only changing about how brands are thinking, but also the economics of being a publisher and creator."

Important Segment Timestamps

01:15 – Episode Theme Introduction and Guest Introduction
01:45 – The core publisher question and shifting focus from traffic to brand building
02:28 – AI's impact on publisher economics and the evolving landscape
03:01 – Wrap-up and gratitude

Summary Takeaways

No easy answers: The toughest publisher question of 2025 is how to reliably gain and retain web traffic, in a moment where old strategies (e.g., SEO) no longer guarantee success.
Revenue under pressure: Publishers are enduring average monthly revenue declines of 25%, making the need for innovative, future-proof monetization strategies even more urgent.
Brand over tactics: Rather than tactical fixes, the key is now building robust brands that can withstand and adapt to industry-wide upheavals.
AI as a game-changer: Artificial intelligence is redrawing the map for both publishers and marketers, redefining how audiences are reached and what it means to sustain a media business.

This discussion will be especially relevant for publishers, marketers, and industry professionals navigating the uncertain future of programmatic and audience monetization.

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Transcript10 lines

[00:00]
I Hear Everything Network Announcer
The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com.
[00:26]
Benjamin Shapiro
From advertising to software as a service to data, across all of our programs and clients, we've seen a 55 to 65% open rate. Getting brands authentically integrated into content performs better than TV advertising. Typical lifespan of an article is about 24 to 36 hours. We're reaching out to the right person with the right message and a clear call to action. Then it's just a matter of timing.
[00:54]
I Hear Everything Network Announcer
Welcome to the Martech Podcast, a member of the I Hear Everything Podcast network. In this podcast, you'll hear the stories of world class marketers that used technology to drive business results and achieve career success. Here's a host of the Martech Podcast, Benjamin Shapiro.
[01:16]
Benjamin Shapiro
I'm Benjamin Shapiro and joining me today is Amanda Martin, the Chief Revenue Officer at mediavine, the largest independent ad management firm in the US that helps publishers maximize revenue through advanced monetization and data solutions. And today Amanda will reveal which strategies are actually working for publishers and how to future proof your monetization stack in 2025. All right, last question for you. What's the hardest question publishers are asking about programmatic advertising today?
[01:45]
Amanda Martin
I think the hardest question is how do I get my traffic and how do I save my traffic? It's the hardest question because it's a moving target and there's no easy answer for it. The days of how do I get more traffic? Was play the SEO game and show up in results and perform. It's just a big open ended question right now. And so I think the hardest question anyone can ask me is one that there's not a definitive answer for. And so when they ask that question, it really goes away from how to drive traffic and it's how to drive your brand, which can be a hard thing when you're looking at revenue declines of average 25% because your traffic is just physically disappearing month over month.
[02:28]
Benjamin Shapiro
You know, it's a changing landscape. Artificial intelligence is not only changing about how brands are thinking, but also the economics of being a publisher and creator. A lot of the media sources which we rely on to reach our customers are shifting and some of them are getting smaller. Some of them are obviously figuring it out and benefiting from AEO and geo. Just like with everything else in artificial intelligence and this sort of new wave of the world. It's a new landscape, and I appreciate you coming on the podcast and telling us a little bit about what life is like for our publishing friends.
[03:02]
Amanda Martin
Yeah, thanks for having me.
[03:03]
Benjamin Shapiro
All right, that wraps up this episode of the Martech podcast. Thanks for listening to my conversation with Amanda Martin, the chief Revenue Officer at mediavine. If you'd like to contact Amanda, you can find a link to her LinkedIn profile in our show notes or on martechpod.com or you can visit her company's website, which is mediavine.com if you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or Visit us on YouTube and we'll be back in your feed next week. All right, that's it for today, but until next time, my advice is to just focus on keeping your customers happy.
[03:52]
Amanda Martin
Foreign.
[04:03]
I Hear Everything Network Announcer
Thanks for listening to the Martech podcast and I hear everything. Production Looking to launch or scale a podcast like this one for your brand? Then visit iheareverything.com.