What’s next for content publishers in 2026? A Q&A with Paweł Mazurek

Content publishing is entering a structural reset, and in this webinar with vCommission we focused on what publishers should change now to stay monetizable in 2026.

Takeads CEO Pawel Mazurek joined Parul Bhargava, the CEO and co-founder of vCommission for their Affiliate Social Core webinar series to answer direct questions from the industry on AI, search, traffic ownership, and monetization.

Q: Why does 2026 look different for content publishers?

Because discovery is no longer owned by search engines alone. AI tools are already answering user questions directly, shortening or completely removing the path between intent and purchase. Publishers are losing visibility not because their content is worse, but because users are consuming answers without clicking through.

Q: Is organic search really “dying”?

Organic search is not disappearing, but it is no longer a reliable foundation. For many publishers, it should be treated as an additional traffic source rather than the core business driver. Relying on search alone creates a dependency that becomes risky as AI-driven zero-click experiences expand.

Q: If traffic is declining, what should publishers focus on instead?

The audience itself. The people are not disappearing — their behavior is changing. Publishers need to focus less on rankings and more on whether users know them, trust them, and return intentionally. Recognition and credibility matter more than position in search results.

Q: Are pageviews and CPM still meaningful metrics?

They still exist, but they are no longer strategic. Pageviews measure volume, not value. In 2026, the more important question is how much revenue a single engaged, returning user can generate over time. Lifetime value is becoming more important than raw traffic numbers.

Don’t focus on vanity traffic. Focus on the readers who will be returning.
The ones that like your content, will like your tone of voice, and will follow your suggestions.

Don’t think in terms of millions of monthly users. Think about how many users return weekly, how many of them subscribe, and how much revenue you’re making out of an active user, not a one-off.

Paweł Mazurek

CEO at Takeads

Q: What monetization models are becoming more resilient?

Hybrid models. Publishers who combine affiliate content, direct partnerships, subscriptions, and commerce-focused formats are better protected against traffic volatility. Monetization should not depend on a single channel or format, especially one tied to external algorithms.

Q: How does affiliate monetization fit into this shift?

Affiliate and commerce content align naturally with intent-driven users. Smaller, more focused audiences often convert better than large volumes of one-time visitors. Quality traffic with clear intent is more valuable than scale without engagement, both for publishers and advertisers.

Q: How should publishers think about first-party relationships?

First-party relationships are becoming the main asset. Email lists, direct communities, apps, and loyal returning users give publishers independence from platforms they do not control. The closer the relationship, the more predictable the revenue.

Q: Is AI a threat or an opportunity for publishers?

Both. AI is excellent for research, analysis, and distribution, but it should not replace original thinking or editorial voice. Publishers who rely on generic AI-generated content risk losing trust. AI should support human expertise, not replace it.

Q: What kind of content can still compete with AI?

Original, opinionated, experience-based content. AI can summarize, but it cannot replace authority, perspective, or trust. Publishers who focus on depth, insight, and relevance will remain discoverable because users actively seek them out.

Q: What is the single most important thing to build now for 2026?

A lasting relationship with your audience. Regardless of traffic source or platform, retention and loyalty will determine monetization. One-off visitors are becoming less predictable, but engaged users remain valuable.

Q: What should publishers stop doing?

They should stop chasing vanity traffic and treating growth as the only success metric. More traffic does not automatically mean more revenue. Sustainable models are built on trust, relevance, and repeat engagement.

Where to learn more

The full webinar with vCommission delves into these topics in greater depth and features a live discussion with the audience. Follow us on Linkedin to watch video reels from the online talk.

More insights for publishers are available at https://takeads.com