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NOVEMBER 13, 2025
THE PUBLISHER INSIDER
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Welcome back to the industry-changing newsletter beloved by publishers and news organizations of all sizes!
Expect breaking industry news, strategies and case studies landing in your inbox every Tuesday and Thursday.
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📈 How To Drive Traffic From Facebook and Monetize Your Website With Ads
In 2025, Facebook drives over 70% of all global social media referral traffic, nearly 8 times more than Instagram. Facebook also happens to be the number one source of news compared to any other social platform.
What does this mean for you? In addition to your baseline earnings from Facebook's Content Monetization program, you should be earning anywhere from $2,000 to $40,000 per month from display ad revenue.
The average rule of thumb: you should be earning $1 in content monetization for every $1 from referral traffic. So, if you're earning $20,000 per month from content monetization, you should be aiming to earn another $20,000 per month from referral traffic.
Here's how to do it:
➡️ Read our full guide on building an ad-driven traffic engine with Facebook Pages
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🤯 Industry Analysis: Mediavine announces 'Publisher Programs' starting at 1,000 Monthly Sessions
Rolling off the heels of Raptive announcing they're dropping entry requirements to 25,000 monthly sessions, Mediavine has decided to one-up them, right in the jaw.
Starting January 15, 2026, Mediavine will roll out a new tiered program for publishers, based on annual ad revenue instead of traffic. To get your foot in the door of their ecosystem, you just need 1,000 monthly sessions. Very ballsy.
Why is this happening? Ad network revenue has collapsed by as much as 80% in recent years, so now they're all starting to fight each other for every bit of business they can get. As the famous Rothschild quote goes, 'get your tiny site approved for Mediavine while there's blood on the streets.'
What does this mean for you? Letting smaller sites, and potentially lower quality, sites into their ad networks will naturally pull RPMs down across the board. This will ultimately move most of the ad networks on the market closer to each other in terms of RPM performance, such as what we're seeing with Ezoic's current upward trend.
It will be more important than ever for ad networks to find a competitive advantage beyond competing on RPMs.
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The man who built the internet says it’s on the brink of collapse
The inventor of the World Wide Web, Tim Berners-Lee, says AI could blow up the entire ad-supported model the internet runs on. His warning: if LLMs become the primary “readers” of web pages, not humans, then the multi-trillion-dollar ad ecosystems behind Google and Meta will start to unravel. Google is already pivoting hard with AI-mode search, which ironically pushes users further away from ads. Meta is pouring billions into AI infrastructure to stay ahead.
The web isn’t collapsing tomorrow, but this is the clearest signal yet that ad-driven traffic is entering its big transition era. For publishers, the winning move is diversification. Build on platforms where human attention is still the core product (Facebook, Reels, LinkedIn) and don’t rely on Google’s blue links to save you.
➡️ Read the full article
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77% of social media managers (especially Facebook Page owners) face burnout
A new industry survey shows 77% of social media managers are burned out. The role has turned into an always-on grind: constant platform shifts, toxic comment sections, news cycles that never sleep, and the pressure to stay “current” every waking hour.
67% also say they’re doing more than one job, and only 10% feel their workload is reasonable. Work/life balance is basically average at best, with a big chunk of respondents feeling like they “never stop working.”
This isn’t just a social-manager problem - page owners feel the same squeeze. It’s why our turnkey management program has exploded in demand, and why enterprises are using our consulting programs to reduce their core team's workload by as much as 80%.
➡️ Read the full article
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Meta’s ad targeting just got a big AI upgrade
Meta just shared how its ad engine is evolving, and the short version is: the machines are taking over targeting and they’re better at it than ever. Their new GEM system (yes, an LLM-style recommendation model running across thousands of GPUs) is now the backbone of Meta’s ad engine. Advertisers are already seeing cheaper conversions and better audience matching
But this shift impacts publishers too. More accurate targeting means the users clicking through from Meta are higher-intent, better monetizing, and more consistent. When Meta sends you the right reader, your RPMs rise, not just your traffic numbers.
If your content isn’t built to feed engagement signals into Meta’s AI, you’re losing reach, revenue, and the highest-value traffic on the platform.
➡️ Read the full article
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