Freestar may be best known for world-class header bidding technology, but when it comes to our publishers, we want what’s best for their businesses in the long term. This is why we’ve invested in personnel and partnerships that help support publishers’ audience growth far beyond ad revenue. And why we intentionally reduced the amount of impressions served by 20% this year by optimizing ad layout network-wide, resulting in an improved UX.
We understand that traffic is changing, and the scale numbers aren’t what they used to be. Traffic loss has likely impacted revenue, but by diversifying revenue streams, this loss can be mitigated.
We’ve rounded up the current, most popular strategies that publishers are using to drive business and revenue growth, outside of ad revenue.
Facebook Content Monetization
Meta has launched a new unified monetization system called Facebook Content Monetization, consolidating previously separate programs into a single, streamlined offering. The landing page says it’s in beta, but apparently, as long as you were already monetizing with Facebook in some way, you can be a part of this program.
From what we’re hearing, publishers are earning big dollars and performance is based on engagement, not clicks. As a user, you’ll see images and headlines in your feed but those don’t link directly to the post. Instead, dropping to the comments will usually lead you to an article link.
Newsletter Monetization
A publisher’s newsletter audience is one of the most valuable.
Publishers can monetize newsletters in multiple ways, making them one of the most valuable tools for building sustainable revenue. The most common method is selling advertising and sponsorships, either directly to brands or through programmatic newsletter ad networks.
Freestar has two email monetization partners, LiveIntent and beehiiv. LiveIntent is the top provider of programmatic email advertising, and is a Freestar partner favorite. beehiiv is an email service provider (ESP), offering all the necessary pieces to start and optimize an email newsletter program.
There are other, more indirect ways that newsletters can drive revenue for publishers. Using the newsletter to drive to subscriptions, whitelabeled products, or affiliate links, can increase sales. Driving to content is still beneficial, as it results in traffic that then is monetized, but this is no longer the main purpose of newsletters.
Newsletters are the backbone of a strong, future-proof audience strategy.
Content Licensing
Interest in content licensing deals are on the rise as publishers figure out a way to still get paid for their content.
To do this, publishers must first identify the most valuable parts of their content catalog. This could include articles, images, videos, or recipes. Once packaged into clear, marketable offerings, these can be sold. Common licensees include news aggregators, streaming services, educational platforms, and international publishers looking for translation rights.
To find buyers, publishers either work directly with organizations that need their content or use established marketplaces like AP, Reuters Connect, Getty Images, or Tribune Content Agency. Once interest is secured, deals are negotiated around rights, usage scope, territories, formats, and payment structure.
The biggest factors to securing these deals is content quality and uniqueness.
Direct Deals
Relationships with advertisers are challenging to get, but if publishers can do this directly, it’s a lucrative and controllable revenue stream. Many publishers have leaned into the concept of direct advertising in the last year, as CPMs are higher, but it’s no small feat and can take a lot of manpower.
At Freestar, we have our own direct relationships with advertisers and agencies where to go to market on behalf of our publishers. Thirty percent of our inventory today is sold attached to a deal ID.
In order to appeal to a brand at this level, pay particular attention to your website and content quality. Make sure your homepage is curated to an exceptional user experience. Advertisers will go to this page first and consequently judge you by their experience. Understand your audience, and sellable media assets.
Podcasting
Podcasts offer a powerful way to deepen audience relationships and expand reach into a fast-growing medium. It’s a space where publisher brands can create an intimate, long-form environment for listeners to engage with a brand’s voice, personality, and expertise without the distractions of a screen.
Shameless plug to Freestar’s own adtech podcast, which has opened the door for us to many valuable relationships.
Monetization opportunities for podcasts are diverse. Episode sponsorships are the most lucrative option. This is where a brand funds an entire episode or series in exchange for integrated messaging and visibility. Publishers can also monetize indirectly by using podcasts to promote paid subscriptions, events, courses, or premium content. For niche or highly engaged audiences, additional revenue streams include paid podcast subscriptions and bonus episodes for members.
Layering Strategies for Lasting Impact
In today’s rapidly shifting media landscape, publishers who diversify their monetization strategies are the ones with the most sustainable growth. From social and newsletter monetization to licensing, podcasts, and direct partnerships, each channel strengthens revenue while deepening audience relationships. By layering these approaches, publishers not only reduce reliance on any single platform but also future-proof their businesses for long-term success.
