Online Publishers: Don't Stop Thinking About Tomorrow

One of the main themes of discussion here at theWeb 3.0 Conferencein New York City is how Web content is being digested. With the shift from destination sites to syndication through multiple channels, the publishers that create all this content face a real challenge. They have typically relied on page views: the more page views, the more advertising revenue.

But relying on page views is no longer an option. The lion’s share of revenue that publishers generate comes from advertisers, and advertisers are now demanding to see more actionable ROI on their advertising dollars. Publishers are feeling the crunch.