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.