Distributed properties are no longer optional for publishers—they are essential in order to deliver content to readers where they are. While leveraging new platforms and being “everywhere" is crucial, this strategy brings up new challenges for publishers looking to monetize across these platforms and exposes the limitations of today’s ad tech. In a world of ad blocking and viewability issues, publishers must work together with platforms to define meaningful change in how marketers can reach consumers across platforms and web. There must be constant experimentation and development of products that bring both reader and advertiser gratification to ensure future success.