The New Math of Publisher Monetization in the AI Era

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.

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.

Vijay Kumar is the Founder and CEO of Mile, where he has spent over a decade helping publishers navigate the complexity of modern Ad Tech. From pricing strategy and yield optimization to infrastructure decisions that shape long-term revenue, his work has centered on giving publishers more clarity and control. His background spans monetization strategy, machine learning-driven yield systems, and open exchange optimization, bringing both technical depth and practical perspective to every challenge.

As host of Web Without Walls, Vijay approaches each conversation with genuine curiosity, asking the questions publishers wish they could ask behind closed doors. His style is candid yet measured, direct yet thoughtful. He listens closely, challenges assumptions when needed, and creates space for guests to move beyond rehearsed talking points. The result is a conversation that feels less like an interview and more like an honest industry unpacking.

• "Now the Google search traffic is taking a hit, and publishers now have to exercise a muscle to figure out discovery or sure, they might have been using those muscles in the past, but now it's harder to find discovery opportunities. And now comes the retention."
• "Now the Google search traffic is taking a hit, and publishers now have to exercise a muscle to figure out discovery or sure, they might have been using those muscles in the past, but now it's harder to find discovery opportunities. “
• "Now the Google search traffic is taking a hit, and publishers now have to exercise a muscle to figure out discovery or sure, they might have been using those muscles in the past, but now it's harder to find discovery opportunities. “
• "Now the Google search traffic is taking a hit, and publishers now have to exercise a muscle to figure out discovery or sure, they might have been using those muscles in the past, but now it's harder to find discovery opportunities. “