In a recent episode of Up Next, Admiral’s CEO and co-founder, Dan Rua, joined Gabriella Mirabelli to talk about the future of digital publishing and the big shifts shaping the industry. With a focus on building sustainable visitor relationships, Dan explores how publishers can adapt to the rise of privacy-first initiatives, the challenges of ad block recovery, and the looming impact of generative AI.
For publishers navigating today’s rapidly changing landscape, Dan’s insights offer a roadmap for building long-term resilience. Below are some key takeaways from the conversation, but to get the full picture, we encourage you to listen to the entire episode here.
From Ad Tech to Visitor Relationship Management (VRM)
One of the most significant changes Dan highlights is the shift from ad-driven revenue models to visitor relationship management (VRM). Traditionally, publishers depended on ad tech to target users across the web, collecting third-party data to serve ads as efficiently as possible. However, with increasing privacy regulations, that model is being upended, and publishers are now focusing on one-to-one relationships with their visitors.
Dan explains that VRM is about building direct, trust-based relationships that rely on first-party data, meaning the data visitors share directly with the publisher. This change empowers publishers to connect with their audience in more personalized ways, creating a sustainable approach to revenue that respects privacy.
Streamlining the Visitor Journey
With VRM taking center stage, many publishers face the challenge of moving beyond fragmented ad tech systems. Dan points out that publishers often use multiple vendors for different aspects of their site, from ad recovery to subscriptions and privacy consent. This approach can create a disjointed visitor experience, with conflicting messaging from various systems.
Admiral’s solution, Dan explains, is to streamline the visitor journey by consolidating these services. By integrating ad recovery, subscription management, email capture, and privacy compliance into a single VRM stack, publishers can create a seamless experience that enhances visitor engagement and maximizes revenue.
Memberships vs. Subscriptions: Building Community
Another area Dan delves into is the difference between memberships and subscriptions. Although the technology behind these models may be similar, Dan emphasizes that the approach and tone are distinctly different. Memberships create a sense of community and connection, while subscriptions are often seen as more transactional.
Dan explains that Admiral’s tools allow publishers to use messaging that feels more like a conversation than a transaction. For instance, Admiral’s “nudge” feature provides small, friendly prompts from the corner of the screen that can make users feel more welcome. These conversational touches are ideal for publishers looking to build a loyal audience who feels connected to the brand, rather than simply paying for access.
Ad Block Recovery in a Privacy-First World
In a privacy-first era, ad block recovery plays a critical role in maintaining revenue. Dan shares his experience with ad block recovery, describing how ad blockers not only reduce ad revenue but also skew site analytics by blocking data tracking. At Admiral, the team has developed solutions to engage ad block users in a respectful, choice-driven way.
Instead of treating ad block users as adversaries, Dan’s approach acknowledges why users choose to block ads. Admiral’s solution is to offer options—users can disable their ad blocker, make a small donation, or sign up for an ad-free subscription. This approach encourages a fair value exchange, letting users choose how they want to support the site.
Adapting to Generative AI’s Impact on Publishing
Dan also discusses the disruptive potential of generative AI in the publishing industry. As AI tools become more capable of generating answers directly from scraped content, fewer visitors may be driven to publisher sites, posing a new challenge for revenue models based on ad views and site traffic.
To tackle this, Dan suggests both “offensive” and “defensive” strategies. On the defensive side, publishers can restrict bot access to their content to prevent unlicensed scraping. On the offensive side, they can use AI within their own sites to deliver value to visitors in a personalized, engaging way. Dan envisions tools like “pub brain” that create tailored recommendations, helping visitors find relevant content and boosting on-site engagement.
A Sustainable Future for Digital Publishing
Throughout the conversation, Dan emphasizes the importance of sustainability in digital publishing. He argues that publishers need to deliver a unique, value-driven experience that can’t easily be replicated by generative AI or ad-heavy sites. Admiral’s solutions focus on building visitor relationships through personalization, conversational prompts, and respect for user privacy—an approach Dan believes will be key to the future of publishing.
For Dan, building these one-to-one relationships is about creating a business model that works for both publishers and visitors. When users feel that a publisher values their experience and respects their privacy, they’re more likely to engage meaningfully and support the content in ways that go beyond a single visit.
Listen to the Full Conversation
Dan Rua’s interview on Up Next offers a forward-thinking look at the challenges and opportunities in digital publishing. With insights on ad block recovery, AI’s role in visitor engagement, and the shift to a VRM-based model, Dan lays out a practical vision for a sustainable future in media. To hear the full conversation and dive deeper into his ideas, listen to the episode here.
