The New Math of Publisher Monetization in the AI Era
About the podcast
In this episode of Web Without Walls, Jason White shares why publishers must start thinking less like legacy media operators and more like marketers. From his time leading ad tech and growth at CBS, OpenX, LiveRamp, and The Arena Group to now founding Mula, Jason unpacks the evolution of ad tech’s biggest shifts from the rise of programmatic and SSPs to today’s AI-driven disruption.
He explains how revenue per session is becoming the critical metric for publishers, why cutting out unnecessary middle layers can increase yield by double digits, and how agentic AI can help publishers retain audiences in an era where search traffic is slipping away. This episode offers clarity on how publishers can survive, adapt, and thrive in an ecosystem where disruption is constant.
About the guest
Jason White is the CEO of Mula, an agentic OS for publisher monetization focused on using AI to win back lost traffic and revenue. His career spans two decades across some of the most influential companies in digital advertising and publishing.
He has built and scaled businesses from zero to hundreds of millions in revenue, launched and led major ad tech platforms, and advised publishers on strategies for growth, yield, and innovation. Today, through Mula, Jason is focused on helping publishers extend sessions, increase monetization, and navigate the next era of digital disruption.
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