{"id":45878,"date":"2025-08-25T07:27:00","date_gmt":"2025-08-25T11:27:00","guid":{"rendered":"https:\/\/digitalcontentnext.org\/?p=45878"},"modified":"2025-08-19T14:22:01","modified_gmt":"2025-08-19T18:22:01","slug":"why-publishers-are-embracing-tech-consolidation","status":"publish","type":"post","link":"https:\/\/digitalcontentnext.org\/blog\/2025\/08\/25\/why-publishers-are-embracing-tech-consolidation\/","title":{"rendered":"Why publishers are embracing tech consolidation"},"content":{"rendered":"<div class=\"shariff shariff-align-flex-start shariff-widget-align-flex-start\"><ul class=\"shariff-buttons theme-round orientation-horizontal buttonsize-medium\"><li class=\"shariff-button twitter shariff-nocustomcolor\" style=\"background-color:#595959\"><a href=\"https:\/\/twitter.com\/share?url=https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2025%2F08%2F25%2Fwhy-publishers-are-embracing-tech-consolidation%2F&text=Why%20publishers%20are%20embracing%20tech%20consolidation&via=DCNorg\" title=\"Share on X\" aria-label=\"Share on X\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#000; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"32px\" height=\"20px\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\"><path fill=\"#000\" d=\"M14.258 10.152L23.176 0h-2.113l-7.747 8.813L7.133 0H0l9.352 13.328L0 23.973h2.113l8.176-9.309 6.531 9.309h7.133zm-2.895 3.293l-.949-1.328L2.875 1.56h3.246l6.086 8.523.945 1.328 7.91 11.078h-3.246zm0 0\"\/><\/svg><\/span><\/a><\/li><li class=\"shariff-button linkedin shariff-nocustomcolor\" style=\"background-color:#1488bf\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2025%2F08%2F25%2Fwhy-publishers-are-embracing-tech-consolidation%2F\" title=\"Share on LinkedIn\" aria-label=\"Share on LinkedIn\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#0077b5; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"32px\" height=\"20px\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 27 32\"><path fill=\"#0077b5\" d=\"M6.2 11.2v17.7h-5.9v-17.7h5.9zM6.6 5.7q0 1.3-0.9 2.2t-2.4 0.9h0q-1.5 0-2.4-0.9t-0.9-2.2 0.9-2.2 2.4-0.9 2.4 0.9 0.9 2.2zM27.4 18.7v10.1h-5.9v-9.5q0-1.9-0.7-2.9t-2.3-1.1q-1.1 0-1.9 0.6t-1.2 1.5q-0.2 0.5-0.2 1.4v9.9h-5.9q0-7.1 0-11.6t0-5.3l0-0.9h5.9v2.6h0q0.4-0.6 0.7-1t1-0.9 1.6-0.8 2-0.3q3 0 4.9 2t1.9 6z\"\/><\/svg><\/span><\/a><\/li><li class=\"shariff-button mastodon shariff-nocustomcolor\" style=\"background-color:#563ACC\"><a href=\"https:\/\/s2f.kytta.dev\/?text=Why%20publishers%20are%20embracing%20tech%20consolidation https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2025%2F08%2F25%2Fwhy-publishers-are-embracing-tech-consolidation%2F\" title=\"Share on Mastodon\" aria-label=\"Share on Mastodon\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#6364FF; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"75\" height=\"79\" viewBox=\"0 0 75 79\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M37.813-.025C32.462-.058 27.114.13 21.79.598c-8.544.621-17.214 5.58-20.203 13.931C-1.12 23.318.408 32.622.465 41.65c.375 7.316.943 14.78 3.392 21.73 4.365 9.465 14.781 14.537 24.782 15.385 7.64.698 15.761-.213 22.517-4.026a54.1 54.1 0 0 0 .01-6.232c-6.855 1.316-14.101 2.609-21.049 1.074-3.883-.88-6.876-4.237-7.25-8.215-1.53-3.988 3.78-.43 5.584-.883 9.048 1.224 18.282.776 27.303-.462 7.044-.837 14.26-4.788 16.65-11.833 2.263-6.135 1.215-12.79 1.698-19.177.06-3.84.09-7.692-.262-11.52C72.596 7.844 63.223.981 53.834.684a219.453 219.453 0 0 0-16.022-.71zm11.294 12.882c5.5-.067 10.801 4.143 11.67 9.653.338 1.48.471 3 .471 4.515v21.088h-8.357c-.07-7.588.153-15.182-.131-22.765-.587-4.368-7.04-5.747-9.672-2.397-2.422 3.04-1.47 7.155-1.67 10.735v6.392h-8.307c-.146-4.996.359-10.045-.404-15.002-1.108-4.218-7.809-5.565-10.094-1.666-1.685 3.046-.712 6.634-.976 9.936v14.767h-8.354c.109-8.165-.238-16.344.215-24.5.674-5.346 5.095-10.389 10.676-10.627 4.902-.739 10.103 2.038 12.053 6.631.375 1.435 1.76 1.932 1.994.084 1.844-3.704 5.501-6.739 9.785-6.771.367-.044.735-.068 1.101-.073z\"\/><defs><linearGradient id=\"paint0_linear_549_34\" x1=\"37.0692\" y1=\"0\" x2=\"37.0692\" y2=\"79\" gradientUnits=\"userSpaceOnUse\"><stop stop-color=\"#6364FF\"\/><stop offset=\"1\" stop-color=\"#563ACC\"\/><\/linearGradient><\/defs><\/svg><\/span><\/a><\/li><\/ul><\/div>\n<p>For years, publishers have relied on a patchwork of point solutions to manage subscriptions, consent, adblock recovery, newsletters, and more. Each solved a problem, but together they created inefficiencies, siloed data, and disjointed visitor experiences. This results in sites weighed down by multiple tags, overwhelmed teams, and insights lost between systems.<\/p>\n\n\n\n<p>On publisher websites, this shows up as tag bloat. Scripts and widgets accumulate, dragging down performance and complicating analytics. An analysis of the top 200 marketing websites found an average of <a href=\"https:\/\/www.orbitmedia.com\/blog\/gtm-tracking-codes\/\">12 tags per site<\/a>. Some publishers reported <a href=\"https:\/\/www.reddit.com\/r\/GoogleTagManager\/comments\/1c1b4xi\/how_many_tags_are_you_using\/\">60\u201380 tags as typical<\/a>, and in extreme cases the number of tags ran into the hundreds. Each additional tag adds latency, increases vendor management overhead, and compounds compliance risk.<\/p>\n\n\n\n<p>The <a href=\"https:\/\/reutersinstitute.politics.ox.ac.uk\/journalism-media-and-technology-trends-and-predictions-2025\">Reuters Institute\u2019s Journalism, Media, and Technology Trends 2025<\/a><em> <\/em>warns that technical debt is a growing concern. Site quality and personalization are \u201cdifficult, expensive, and time-consuming\u201d when stacks are bloated. For publishers on lean margins, these inefficiencies are unsustainable. The solution, increasingly, is consolidation\u2014streamlining vendors and functions into unified platforms that bring data, workflows, and visitor journeys together.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-why-consolidation-is-gaining-momentum\">Why consolidation is gaining momentum<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-economic-pressures\">Economic pressures<\/h4>\n\n\n\n<p>The downturn in digital advertising and ongoing cost-cutting in media have forced publishers to scrutinize every contract. Across industries, SaaS spending shrank by <a href=\"https:\/\/productiv.com\/blog\/2023-state-of-saas-series-while-companies-make-progress-cutting-costs-previous-investments-and-growth-of-shadow-apps-like-chatgpt-challenge-efforts-to-manage-saas-spend\/\">11% in 2023<\/a>, with companies cutting their tool counts by <a href=\"https:\/\/chiefmartec.com\/2024\/02\/well-saas-tech-stacks-shrank-from-2023-to-2024-but-only-by-8-you-were-expecting-more\/#:~:text=According%20to%20the%202024%20SaaS,just%20a%20hair%20under%208\">an average of 8%<\/a>. Redundant vendors are something few can afford.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-integration-and-compliance\">Integration and compliance<\/h4>\n\n\n\n<p>Marketers report that after cost, <em>integration<\/em> is the top reason they replace tools\u2014cited by <a href=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/09\/2024-MarTech-Replacement-Survey.pdf\">51% of respondents<\/a>. Fragmented data not only limits insights but also complicates compliance with GDPR and CCPA. Larger, integrated platforms are often better equipped with consent management and privacy features built in.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-industry-consolidation\">Industry consolidation<\/h4>\n\n\n\n<p>The adtech ecosystem itself is shrinking. Publishers use <a href=\"https:\/\/www.campaignasia.com\/article\/is-it-time-for-publishers-to-reassess-their-adtech-stack\/494630#:~:text=For%20example%2C%20in%20the%20Association,to%20a%20maximum%20of%20seven\">an average of 19 SSPs<\/a>. However, the ANA recommends cutting that number to about seven for efficiency. At the same time, standalone ad exchanges have been absorbed into broader supply-side platforms, leaving publishers to navigate fewer, but larger, partners.&nbsp;<\/p>\n\n\n\n<p>As Admiral CEO Dan Rua observes, <em>\u201cWe\u2019re seeing top publishers actively moving from six separate tags and vendors to a single consolidated stack, not just to cut costs, but to speed page loads, simplify vendor management, and optimize the entire visitor journey.\u201d<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-benefits-of-a-consolidated-ad-tech-stack\">Benefits of a consolidated ad tech stack<\/h2>\n\n\n\n<p><\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-cost-savings\">Cost savings<\/h4>\n\n\n\n<p>Eliminating overlapping licenses and contracts delivers immediate savings. HubSpot customer <a href=\"https:\/\/www.hubspot.com\/case-studies\/liquidity-services#:~:text=Liquidity%20Services%20Cuts%20Costs%2050,by%20Consolidating%20on%20HubSpot\">Liquidity Services<\/a> cut software costs by 50% after replacing eight different tools with one platform, while also improving pipeline visibility by 80% and boosting email deliverability by 70%. Salesforce\u2019s <a href=\"https:\/\/www.salesforce.com\/resources\/articles\/messaging-vendor-consolidation\/#:~:text=In%20this%20piece%2C%20we%E2%80%99ll%20explain,savings%2C%20and%20customer%20engagement%20improvements\">Total Economic Impact study<\/a> found companies that consolidated saw more than $13M in net benefits, from lower tech costs to productivity gains.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-revenue-growth\">Revenue growth<\/h4>\n\n\n\n<p>Ultimately, cohesion drives monetization. HubSpot clients reported 36% more deals closed after moving to the platform. In publishing, integrated content packages across consolidated media groups generate <a href=\"https:\/\/admonsters.com\/2025s-top-5-media-publisher-trends-the-new-era-of-product-minded-publishers\/\">30% higher audience engagement<\/a> than siloed campaigns.<\/p>\n\n\n\n<p>Admiral\u2019s CEO emphasizes the performance angle. He says that, <em>\u201cTurning five or six disparate tags into one doesn\u2019t just simplify operations\u2014it directly improves site performance. That speed boost translates into higher conversions and more revenue opportunities for publishers.\u201d<\/em><\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-unified-data-and-analytics\">Unified data and analytics<\/h4>\n\n\n\n<p>Consolidation creates a single source of truth for audience interactions. Publishers can connect data from consent, engagement, and monetization touchpoints to see the full visitor journey. That kind of holistic view is impossible when data lives across half a dozen systems.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-user-experience\">User experience<\/h4>\n\n\n\n<p>Fragmented stacks create jarring, redundant prompts\u2014a consent banner from one vendor, a newsletter pop-up from another, a separate subscription wall later. Operating in silos, these tools often trigger targeting conflicts, overlapping pop-ups, and inconsistent styling\u2014borders, fonts, and formats that don\u2019t match, resulting in a disjointed, unprofessional user experience.<\/p>\n\n\n\n<p>A consolidated platform coordinates these touchpoints into a seamless journey, where consent flows into registration and then subscription offers, all timed and styled consistently. The result is smoother interactions that reduce annoyance, build trust, and lift engagement and conversion.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-compliance-security-and-vendor-management\">Compliance, security, and vendor management<\/h4>\n\n\n\n<p>Fewer vendors mean fewer vulnerabilities and simpler consent recordkeeping, reducing the compliance burden for publishers under constant regulatory pressure. Just as important, consolidation streamlines vendor management: instead of juggling multiple contracts, account managers, dashboards, and data exchanges, publishers work with a single point of contact and unified support team. That efficiency saves time, cuts administrative overhead, and frees lean teams to shift focus from maintenance to innovation.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-challenges-to-consider\">Challenges to Consider<\/h2>\n\n\n\n<p>However, consolidation isn\u2019t without challenges. Publishers must weigh:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Vendor lock-in: <\/strong>Fewer vendors can mean greater reliance on one. Choosing platforms with open APIs and strong data portability is key.<\/li>\n\n\n\n<li><strong>Transition costs: <\/strong>Migrating off legacy systems takes planning. A phased approach, starting with a tech stack audit, helps minimize disruption.<\/li>\n\n\n\n<li><strong>Team adoption:<\/strong> Departments may resist losing familiar tools. Leaders need to frame consolidation as a win for everyone. Focus on the advantages of faster work, better insights, and less manual effort.<\/li>\n\n\n\n<li><strong>Publisher focus:<\/strong> Not every vendor understands the nuances of digital media. Some platforms are built for ecommerce or generic websites, but publishers need partners who know the demands of ad operations, audience engagement, subscriptions, and consent.<\/li>\n\n\n\n<li><strong>Customer service.<\/strong> A consolidated partner takes on more responsibility. Great customer support is essential when one vendor is handling multiple critical parts of the stack.<\/li>\n<\/ul>\n\n\n\n<p>As one adtech executive told <a href=\"https:\/\/www.campaignasia.com\/article\/is-it-time-for-publishers-to-reassess-their-adtech-stack\/494630\">Campaign Asia<\/a>: \u201cLayered technology, by all means, presents a sustainability issue, and publishers are under pressure to streamline.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-cohesion-as-the-future\">Cohesion as the future<\/h2>\n\n\n\n<p>Consolidation has evolved beyond a cost-cutting exercise. It\u2019s how publishers combat digital debt, improve agility, and build stronger relationships with audiences.&nbsp;<\/p>\n\n\n\n<p>Catherine Beattie, then Director of Digital Ad Operations at Encyclopaedia Britannica, <a href=\"https:\/\/youtu.be\/zyk9TBuJ2S0?si=w-rE2EKCgwFX4szP&amp;t=1061\">summed up the operational need<\/a> for consolidation:<\/p>\n\n\n\n<p>\u201cMy dev team\u2019s involvement has practically become a critical KPI these days. If they can do something once and be done, then I can iterate, work with product teams, and make adjustments without going back to that queue to beg for resources. That makes everything so much more efficient.\u201d<\/p>\n\n\n\n<p>In a competitive environment where margins are thin and complexity is rising, publishers that simplify and consolidate today will be better equipped to innovate tomorrow.<\/p>\n<div class=\"shariff shariff-align-flex-start shariff-widget-align-flex-start\"><ul class=\"shariff-buttons theme-round orientation-horizontal buttonsize-medium\"><li class=\"shariff-button twitter shariff-nocustomcolor\" style=\"background-color:#595959\"><a href=\"https:\/\/twitter.com\/share?url=https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2025%2F08%2F25%2Fwhy-publishers-are-embracing-tech-consolidation%2F&text=Why%20publishers%20are%20embracing%20tech%20consolidation&via=DCNorg\" title=\"Share on X\" aria-label=\"Share on X\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#000; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"32px\" height=\"20px\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\"><path fill=\"#000\" d=\"M14.258 10.152L23.176 0h-2.113l-7.747 8.813L7.133 0H0l9.352 13.328L0 23.973h2.113l8.176-9.309 6.531 9.309h7.133zm-2.895 3.293l-.949-1.328L2.875 1.56h3.246l6.086 8.523.945 1.328 7.91 11.078h-3.246zm0 0\"\/><\/svg><\/span><\/a><\/li><li class=\"shariff-button linkedin shariff-nocustomcolor\" style=\"background-color:#1488bf\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2025%2F08%2F25%2Fwhy-publishers-are-embracing-tech-consolidation%2F\" title=\"Share on LinkedIn\" aria-label=\"Share on LinkedIn\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#0077b5; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"32px\" height=\"20px\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 27 32\"><path fill=\"#0077b5\" d=\"M6.2 11.2v17.7h-5.9v-17.7h5.9zM6.6 5.7q0 1.3-0.9 2.2t-2.4 0.9h0q-1.5 0-2.4-0.9t-0.9-2.2 0.9-2.2 2.4-0.9 2.4 0.9 0.9 2.2zM27.4 18.7v10.1h-5.9v-9.5q0-1.9-0.7-2.9t-2.3-1.1q-1.1 0-1.9 0.6t-1.2 1.5q-0.2 0.5-0.2 1.4v9.9h-5.9q0-7.1 0-11.6t0-5.3l0-0.9h5.9v2.6h0q0.4-0.6 0.7-1t1-0.9 1.6-0.8 2-0.3q3 0 4.9 2t1.9 6z\"\/><\/svg><\/span><\/a><\/li><li class=\"shariff-button mastodon shariff-nocustomcolor\" style=\"background-color:#563ACC\"><a href=\"https:\/\/s2f.kytta.dev\/?text=Why%20publishers%20are%20embracing%20tech%20consolidation https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2025%2F08%2F25%2Fwhy-publishers-are-embracing-tech-consolidation%2F\" title=\"Share on Mastodon\" aria-label=\"Share on Mastodon\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#6364FF; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"75\" height=\"79\" viewBox=\"0 0 75 79\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M37.813-.025C32.462-.058 27.114.13 21.79.598c-8.544.621-17.214 5.58-20.203 13.931C-1.12 23.318.408 32.622.465 41.65c.375 7.316.943 14.78 3.392 21.73 4.365 9.465 14.781 14.537 24.782 15.385 7.64.698 15.761-.213 22.517-4.026a54.1 54.1 0 0 0 .01-6.232c-6.855 1.316-14.101 2.609-21.049 1.074-3.883-.88-6.876-4.237-7.25-8.215-1.53-3.988 3.78-.43 5.584-.883 9.048 1.224 18.282.776 27.303-.462 7.044-.837 14.26-4.788 16.65-11.833 2.263-6.135 1.215-12.79 1.698-19.177.06-3.84.09-7.692-.262-11.52C72.596 7.844 63.223.981 53.834.684a219.453 219.453 0 0 0-16.022-.71zm11.294 12.882c5.5-.067 10.801 4.143 11.67 9.653.338 1.48.471 3 .471 4.515v21.088h-8.357c-.07-7.588.153-15.182-.131-22.765-.587-4.368-7.04-5.747-9.672-2.397-2.422 3.04-1.47 7.155-1.67 10.735v6.392h-8.307c-.146-4.996.359-10.045-.404-15.002-1.108-4.218-7.809-5.565-10.094-1.666-1.685 3.046-.712 6.634-.976 9.936v14.767h-8.354c.109-8.165-.238-16.344.215-24.5.674-5.346 5.095-10.389 10.676-10.627 4.902-.739 10.103 2.038 12.053 6.631.375 1.435 1.76 1.932 1.994.084 1.844-3.704 5.501-6.739 9.785-6.771.367-.044.735-.068 1.101-.073z\"\/><defs><linearGradient id=\"paint0_linear_549_34\" x1=\"37.0692\" y1=\"0\" x2=\"37.0692\" y2=\"79\" gradientUnits=\"userSpaceOnUse\"><stop stop-color=\"#6364FF\"\/><stop offset=\"1\" stop-color=\"#563ACC\"\/><\/linearGradient><\/defs><\/svg><\/span><\/a><\/li><\/ul><\/div>","protected":false},"excerpt":{"rendered":"<p>For years, publishers have relied on a patchwork of point solutions to manage subscriptions, consent, adblock recovery, newsletters, and more. Each solved a problem, but together they created inefficiencies, siloed&#8230;<\/p>\n","protected":false},"author":4535,"featured_media":45887,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[11,4301],"tags":[3117,164,1947],"coauthors":[5011],"class_list":["post-45878","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-revenue","category-supporter-spotlight","tag-adtech","tag-digital-advertising","tag-user-experience"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Why publishers are embracing tech consolidation - Digital Content Next<\/title>\n<meta name=\"description\" content=\"Fragmented tech stacks create digital debt. 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