What do gaming and programmatic advertising have in common? Stephen Johnston is joined by publisher development and yield management expert, Matt Kaye. The two reflect on their common interest and expertise in video games and programmatic advertising to uncover insights publishers can apply to monetization in 2023. Can what we learned in years past from premium subscriptions, paywalls and freemium upsell models be applied to the modern web? The issues explored in this episode for the benefit of creating sustainable revenue for publishers in the post-cookie era include supply and demand, creating scarcity, finding the ideal unit-to-volume ratio, and fill rates.