NDA spoke to the sponsors at the recent Trinity Spring Lunch to get their views on where the industry is heading and how they are helping. First up is James Hanslip, CEO of Content Ignite
Tell us about the problems that Content Ignite solves for publishers
Ad tech is notoriously complex for publishers. Many are forced to juggle 50+ vendor relationships across Web, Video, and App — leading to inefficiencies, lost revenue, and operational strain. This fragmented model simply isn’t sustainable.
As former publishers, we understand these challenges firsthand. That’s why we built Fusion — a no-code ad stack management platform designed to simplify, streamline, and supercharge monetisation.
Our mission is clear: Maximise revenue. Improve operational efficiency. Give publishers control of their ad stack.
How is the market at the moment and how are publishers thinking about their tech stacks?
Where to begin? To say the digital publishing market is in a state of flux is a massive understatement. Every week brings a new challenge—AI disruption, shifting privacy regulations, cookie deprecation, tariffs—the list goes on. It’s a tougher world for publishers, and survival depends on staying ahead and adapting fast.
The good news? Publishers are becoming far more tech-savvy than they were just five years ago. The mindset has shifted. It’s no longer about grabbing the next plug-and-play solution. Today’s publishers are thinking strategically—scrutinising the total cost of ownership, demanding flexibility, and prioritising long-term viability in their ad tech stack.
We’re seeing a strong shift away from opaque, black-box solutions toward platforms that offer transparency, modularity, and real partnership. That’s exactly where Content Ignite is gaining traction.
The current climate has made publishers more cautious—but also more deliberate. They’re consolidating vendors, cutting out what doesn’t perform, and actively seeking partners who deliver both technological agility and hands-on support.
Yes, revenue growth remains critical. But reducing costs, improving efficiency, and diversifying revenue streams are now just as important—and we’re proud to be helping publishers do exactly that.
How has Google’s decision to retain third-party cookies affected the publishing ecosystem?
The repeated delays in the deprecation of third-party cookies have had a dual effect. On one side, it’s bought time for publishers and advertisers to test alternatives. On the other, it has fostered a level of uncertainty that’s made long-term planning difficult.
For publishers specifically, this delay has created a sort of limbo. Many had started to explore first-party data strategies, contextual targeting, and ID-based solutions. But with cookies still around, some of that momentum has slowed. There’s a temptation to stick with the status quo because it still “works”—for now.
That said, savvy publishers are continuing to build their first-party data strategies and deepen their understanding of their audiences. At Content Ignite, we’re encouraging our partners to view as an opportunity rather than a pause button. The shift away from cookies is inevitable, and those who invest in scalable, privacy-compliant solutions today will be in a much stronger position.
What does the future hold for the publishing ecosystem? Now that everyone is a publisher and competing for adspend (Uber, Paypal etc) where does that put premium publishers?
The democratisation of publishing—where every brand is now a content creator—has certainly changed the landscape. Brands like Uber or PayPal, with their own blogs, podcasts, and newsletters, are not just competing for attention but also for a share of ad budgets via in-house and retail media networks.
However, this doesn’t spell the end for traditional or premium publishers. In fact, it amplifies their value. Audiences are increasingly discerning about where they get their information, and publishers with trusted editorial voices, quality journalism, and consistent audience engagement still command a premium.
What will distinguish successful publishers in the future is their ability to leverage their trust equity and marry it with smart monetisation strategies. That’s where platforms like Content Ignite come in—we help these publishers maintain fast, clean, high-performing sites that monetise efficiently without compromising user trust.
Furthermore, premium publishers are well-positioned to embrace diversified revenue streams—think subscriptions, commerce, and native content—alongside traditional ad revenue. The key will be flexibility, innovation, and strong technology partnerships that allow them to compete not just with other media brands but with any entity vying for digital attention.
In short, the future is competitive, but it’s also full of opportunity for those who are prepared.
