As Traffic Gets Harder to Acquire, LTV Becomes Even More Important

We have entered an era where traffic is harder to get. Whether it’s Facebook, X, and Google sending fewer people, or more people using chat-based offerings and never needing to click over to begin with, the reality is, fewer people are hitting our websites.

And as one operator said at a business media dinner a couple of nights ago, “this can potentially be an extinction level event for many b2b publishers.” And while he was focused on b2b media, I believe the same would be true with consumer brands as well. With less traffic coming to our sites, we have fewer opportunities to monetize. The digital media business has historically been all about scale.