I wrote it, and I like it

by

I wrote it, and I like it (August 3, 2026)

BY ROB BEELER

I was asked to pull together my thoughts on publisher strategy, and I wrote this one line: “Rethink the website to work in a future where we win.” I’ll keep this short(ish) and sweet(ish) on why I like this line, and then what it gets wrong.

Both creators and publishers measure success by being a part of people’s lives. Content creators think about succeeding. Most publishers think about not losing. Content creators therefore have the freedom to experiment. Most publishers think the website has to look like a newspaper transmogrified online. That helped get people online back when people weren’t online. Now they have to fight with our websites to get what they want while the alternatives are accused of being too addictive. How can that not make you want to stop and plot a new course?

What it gets wrong: it’s not just the website that needs to be rethought. I’m not sure about the future of websites. I know people will want non-AI experiences. I know people will want to hear from other people. The future is human connection and trust. I still believe that. But I can see a world where the browsers get rid of the ability to type in a website URL. Hell, browsers might not even let you go to a website at all but instead deliver the content the way the person wants it. Are you switching browsers so you can see unrelated floating video ads appear while you navigate consent banners and a subscription offer?

So do we fight back to protect our precious websites, or do we stick to our first measure of success of being a part of people’s lives? I’m seeking out the people who choose the latter. If that’s you, raise your hand and let’s get to work.

Here’s what you need to know this week… 

  • Base.Camp Madrid is only a few months away, and we’re thrilled to share that publishers from PGA TOUR, Reach PLC, Skyscanner, Planet Sport Limited, and Dexerto (just to name a few) will be joining us in November. If you’re interested in joining us, now is the time to raise your hand. As a note, due to an NFL game happening the Sunday Base.Camp Madrid convenes, hotel rooms are limited, so book with us early.

  • Al Letson will be joining us as a keynote for Base.Camp La Jolla! Al Letson is a journalist, screenwriter, and performer. He has watched trend after trend in content and advertising run red hot and then go cold. His answer has never been to tie everything he has to the trend. He looks instead at what will last and what is coming next. Al will share his story. He’ll also discuss why this country keeps swinging between extremes and how you stay steady while it does.

  • Base.Camp La Jolla is starting to fill up. Some of the publishers already committed to attend include Advance Local, The Weather Company, MediaNews Group, Tribune Publishing, Fandom, Ziff Davis, Weatherbug, and Hearst. Will you be there? The earlier you register for Base.Camp the more direct influence you’ll have on the specific topics we’ll be covering during our time together in La Jolla.

  • Coming soon to the agenda? Our famous Tuesday activities. If you ask anyone who’s attended a Base.Camp before, they’ll be the first to tell you that these are where some of the most valuable memories are made, new relationships are forged, and existing bonds are strengthened.

    At Base.Camp La Jolla, you’ll have a chance to enjoy championship golf at the world famous Maderas Golf Club, a private catamaran sail aboard a 53-foot luxury yacht, a wildlife safari at the San Diego Zoo, a Mediterranean luxury spa experience, or kayaking among the sea lions. Will there also be a Yacht Rock party that even Hall & Oates would be proud of? Maybe. See you in La Jolla!

Want to get caught up on everything we’ve published? Start here.

Here’s the latest…  

  • From Rob Beeler: Publishers need receipts, C2PA may be one way to get them
    Publishers have spent years watching other companies extract value from their work while asking them to prove they created it, own it, and deserve to be paid for it. Will a digital receipt fix the whole system? Of course not. But if C2PA can do even part of what its supporters claim, publishers should understand it now. If it can’t, we should know exactly where it fails before someone else turns it into another standard we’re expected to follow.

  • Beyond the spike: turning fan moments into first-party gold with Minute Media’s Rebecca Hyde
    In an industry still heavily dependent on pageviews and programmatic CPMs, that churn is baked into the model. Publishers chase the spike, monetize the impression, and start again. But as third-party cookies continue their long goodbye and advertisers push harder for addressable, consent-based audiences, that cycle is becoming harder to justify.

A full list of our 2026 events we’re involved in, all in one nice little package:

Thank you to everyone who came to last week’s Chicago AdTech Happy Hour! Thank you to Optimera for sponsoring!

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