https://www.morgandv.com/insights daily 0.75 2026-06-01 https://www.morgandv.com/insights/on-neutral-ground monthly 0.5 2026-06-01 https://images.squarespace-cdn.com/content/v1/68f676b869d1dd4f7cc835b8/7b86d72f-3a7e-4640-8ea1-2d2bb51acaa9/Adexchanger-logo.png Insights - On Neutral Ground We've been here before. The content licensing economy is starting to look a lot like programmatic advertising circa 2010. Standards are forming in one lane. Marketplaces are racing ahead in another. Bilateral deals are getting struck under pressure by publishers who are just trying to stay afloat. Intermediaries are moving fast to own the middle. Nobody is designing the architecture. Nobody owns the vision. Unfortunately, we know how this movie ends. Fifty cents of every programmatic ad dollar never reaches a publisher. Not because anyone planned it that way. Because nobody planned at all. The difference this time around is that we've lived through the consequences. Publishers know what happens when they let somebody else design the ecosystem. They know what they get when principals abdicate and intermediaries fill the vacuum. Hindsight is 20/20 unless you're deliberately closing your eyes. In this AdExchanger editorial, I make the case for what's missing. https://www.morgandv.com/insights/ai-survey monthly 0.5 2026-03-09 https://www.morgandv.com/insights/no-traffic-no-moat-how-ai-breaks-the-economics-of-destination-publishing monthly 0.5 2026-06-01 https://images.squarespace-cdn.com/content/v1/68f676b869d1dd4f7cc835b8/7b86d72f-3a7e-4640-8ea1-2d2bb51acaa9/Adexchanger-logo.png Insights - No Traffic, No Moat - We are at the beginning of the end of "Destination Publishing." As long as there's been digital content, this has been the go-to business model for digital content creators. Publishers produce engaging news, sports and entertainment content, they build sites, apps and channels to attract audiences, and they monetize the visits. Revenue offsets costs, and the economics make for a viable publishing business. But AI is fundamentally breaking these age old assumptions. As AI shifts the paradigm from "searching" to "answering," referral traffic is evaporating. And when the platforms provide the value without the visit, your moat doesn't just shrink, it disappears. The big questions every media executive has to be asking is, "If I have no traffic, do I still have a business?" I think the destination publishing business model will fundamentally change -- and it will happen whether or not we're ready. Read the full editorial on AdExchanger for my opinion on how the publishing business will shake out. https://www.morgandv.com/insights/privacy-as-advantage monthly 0.5 2026-02-24 https://www.morgandv.com/insights/giving-away-valuable-data-assets monthly 0.5 2026-03-16 https://www.morgandv.com/insights/frog monthly 0.5 2026-02-24 https://www.morgandv.com/insights/pursuit-of-truth monthly 0.5 2026-03-16 https://www.morgandv.com/insights/category/News monthly 0.5 https://www.morgandv.com/insights/category/Podcast monthly 0.5 https://www.morgandv.com/insights/category/Research monthly 0.5 https://www.morgandv.com/insights/category/Blog monthly 0.5 https://www.morgandv.com/insights/category/Press monthly 0.5 https://www.morgandv.com/home daily 1.0 2026-03-26 https://images.squarespace-cdn.com/content/v1/68f676b869d1dd4f7cc835b8/eafe14e0-28fd-45da-8f25-3064ff2f1d1d/kaffie-co-lxSRLFSA_8M-unsplash.webp Home https://images.squarespace-cdn.com/content/v1/68f676b869d1dd4f7cc835b8/0606df7c-391f-466a-b93c-866461433d04/London%2BPhone%2Band%2BStreaks.webp Home https://images.squarespace-cdn.com/content/v1/68f676b869d1dd4f7cc835b8/a6018e84-1c19-4bf1-aee6-f2a96feb99fd/choice_dma2015%2B20151006%2B145557.webp Home https://images.squarespace-cdn.com/content/v1/68f676b869d1dd4f7cc835b8/6daf6cbd-6dd6-4477-8e6d-b908d68c9584/krakenimages-Y5bvRlcCx8k-unsplash.webp Home https://images.squarespace-cdn.com/content/v1/68f676b869d1dd4f7cc835b8/c703a166-69b9-47a8-ae99-1208e71da7e5/Hay+Fields.jpg Home https://images.squarespace-cdn.com/content/v1/68f676b869d1dd4f7cc835b8/db079024-568c-49e0-bcf1-91fcf5b43008/Brooklyn+Bridge.jpeg https://images.squarespace-cdn.com/content/v1/68f676b869d1dd4f7cc835b8/2008cf91-d454-421c-ae68-2fb507aa5fd7/Old+%2B+New+Car.jpeg https://images.squarespace-cdn.com/content/v1/68f676b869d1dd4f7cc835b8/c953be40-0727-4305-894b-e794a056cd0f/David+Kohl https://www.morgandv.com/videography daily 0.75 2025-11-23 https://www.morgandv.com/videography/v/trustx monthly 0.5 2026-03-03 https://www.morgandv.com/videography/v/cimmtaxi monthly 0.5 2026-03-03 https://www.morgandv.com/videography/v/arf-alist monthly 0.5 2025-11-23 https://www.morgandv.com/videography/v/datalabel monthly 0.5 2025-11-23