Content teams merge at ad tech publications to enhance industry coverage

Yesterday, March 26, 2025, two leading digital advertising industry publications announced strategic changes to their editorial operations. AdExchanger and AdMonsters revealed plans to align their content teams to provide more comprehensive coverage of the digital media and advertising technology landscape.

The announcement comes at a critical time for the digital advertising ecosystem. Publishers and ad operations professionals face mounting challenges from rapid technological change, shifting economic conditions, and evolving privacy frameworks. According to documents from Access Intelligence, LLC, the parent company of both publications, this restructuring aims to leverage the complementary strengths of each brand.

AdExchanger, founded in 2008, has established itself as a leading voice in programmatic advertising and data-driven marketing technology. The publication reaches more than 290,000 monthly unique visitors and delivers newsletters to over 52,000 subscribers daily.

AdMonsters, with origins dating back to 1999, began by serving advertising operations professionals through live events and online community engagement. Its focus has traditionally been on media operations, monetization, technology, strategy, and industry trends for publishers and content creators.

Leadership changes

As part of the realignment, Lynne d Johnson has been appointed to the newly created position of Content Director, Communities for both AdExchanger and AdMonsters. According to the announcement, Johnson will focus on developing content for both websites and events, fostering industry conversations, advising sponsors on content strategies, and bringing new voices into the community discussions.

Sarah Sluis, who has served as Executive Editor of AdExchanger, will expand her role to include editorial oversight of AdMonsters as well. Sluis has extensive experience covering publishers, sell-side technology, and complex technical topics. According to her professional profile with AdExchanger, she has documented "the rise and maturity of programmatic tech, as data-driven advertising has spread far and wide in its marketing applications."

Becky Peck, Group Publisher for both AdExchanger and AdMonsters, described the changes as "an exciting opportunity to better support our audience with richer insights, deeper community engagement, and more comprehensive coverage of the issues that matter most to them."

Editorial strategy shifts

The restructuring includes several changes to the publications' content strategy. AdMonsters will adopt an enhanced editorial focus addressing challenges facing publishers in the programmatic space. This will include detailed coverage of growth strategies, profitability concerns, AI-driven innovation, and technological developments affecting publishers' revenue models.

The Wrapper, AdMonsters' industry newsletter, will move from its current publication schedule to a Thursday release. Additionally, the Weekly and ICYMI newsletters will be discontinued and replaced with new platforms designed for community collaboration, including virtual working groups.

These changes reflect broader industry trends. Digital publishers face increasing pressure to diversify revenue streams and optimize operations amid economic uncertainty and rapid technological change.

Industry context

The digital advertising industry continues to navigate significant transformations. Publishers and ad operations teams face challenges related to privacy regulations, the deprecation of third-party cookies, the rise of artificial intelligence, and changing consumer behaviors.

According to AdExchanger's editorial coverage, journalists like Anthony Vargas have focused on "the rise of alternative datasets to replace those derived from third-party cookies" while also covering gaming, digital audio, and digital out-of-home markets. This specialization highlights the growing complexity of the digital advertising landscape.

AdMonsters has maintained a publisher-first approach, with a community comprising professionals from publishers, content creators, agencies, brand advertisers, and various technology providers. According to organizational materials, this community is "forward-looking and results-oriented" with success dependent on "strategic insights about technology and monetization, and the exchange of actionable peer-to-peer best practices."

Market dynamics

The alignment of content teams comes amid challenging market conditions for digital publishers. Revenue pressures, audience fragmentation, and technological disruption continue to reshape the publishing industry.

These pressures are reflected in AdMonsters' upcoming event focus. The Sell Side Summit in Nashville, scheduled for August 17-19, 2025, will address "Ad Ops - Beyond the Browser: Monetization Strategies for a Fragmented, AI-Driven Web." This theme indicates the growing importance of diversified revenue strategies beyond traditional display advertising.

AdExchanger also maintains a robust events calendar, including Programmatic I/O conferences in Las Vegas and New York, as well as the upcoming CTV Connect event. These gatherings provide forums for industry professionals to "connect, learn and thrive in productive environment that delivers actionable take-aways and introduces the latest tools, trends and best practices."

Historical context

Both publications have evolved significantly since their founding. AdMonsters began in 1999 serving advertising operations professionals primarily at online publishers and advertising technology providers. Its community initially comprised operations professionals at publishers and technology providers but has expanded to include agencies, brand advertisers, and various technology platforms.

AdExchanger launched in 2008 with a focus on programmatic advertising and the data-driven marketing technology ecosystem. Since then, it has grown to facilitate "the exchange of ideas between all members of the ecosystem, including marketers, agencies, publishers, data providers, advertising and marketing technology companies, analysts, the investment community and the press."

Both publications became part of Access Intelligence, LLC in March 2015, creating potential for greater collaboration and resource sharing.

Editorial strengths

The content teams bring complementary editorial strengths. AdExchanger's staff includes specialized editors covering different segments of the industry. Allison Schiff, Managing Editor, focuses on "mobile, Facebook (sorry, Meta), measurement, privacy and the app economy." James Hercher covers "the intersection of commerce, media and advertising technology." Victoria McNally writes about "all things ad tech with an added emphasis on generative AI."

AdMonsters has historically emphasized practical, operational insights. According to organizational materials, the brand maintains "objective editorial leadership based on deep, real world expertise" and has evolved its editorial strategy "to address the changing needs of the market."

Timeline

• 1999: AdMonsters founded, serving advertising operations professionals through live events and online community
• 2008: AdExchanger founded, focusing on programmatic advertising and data-driven marketing technology
• March 2015: Both AdExchanger and AdMonsters become part of Access Intelligence, LLC
• March 26, 2025: Announcement of content team alignment, with Lynne d Johnson appointed as Content Director, Communities and Sarah Sluis expanding her Executive Editor role to include both publications
• August 17-19, 2025: Scheduled AdMonsters Sell Side Summit in Nashville
• November 2-4, 2025: Scheduled AdMonsters Sell Side Summit in Austin