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Thrillist CEO Ben Lerer: Publishers Must Find Revenue Sources Beyond Advertising

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For Thrillist, remnant advertising is non-existent and ads aren't sold programmatically. Instead, the digital publisher embraced ecommerce. That business is now three times the size of its ad business.

"We built what essentially is our own biggest advertiser," said Ben Lerer, co-founder and CEO of Thrillist, at the Interactive Advertising Bureau's Annual Leadership Meeting.

Ad Age caught up with Mr. Lerer after the talk, and asked him whether it's a strategy other publishers should embrace.

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