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Find publishers

Find media publishers by audience, format, and ad stack

A publisher's business model is written into its pages. Ad tech, sponsorship pages, and paywalls each point at a different way of making money, and a different buyer.

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Format decides everything here. A programmatic site, a sponsor-funded newsletter, and an ad-supported podcast look similar from the outside and run on completely different money. Read the ad stack and the sponsorship page and the business model stops being a guess.

BuiltWith detects the ad tech, CMS, and subscription tools on the domain. Adyntel shows whether a publisher is buying ads as well as selling them. Exa finds the sponsorship, media kit, and about pages. People Data Labs resolves the company, and Blitz API handles email for revenue staff.

Example searches

Ask for it the way you'd say it

Every search below runs on the same hosted Tables, with the cost previewed before anything is spent.

  • Ad stack as the model

    publishers running programmatic ad tech alongside a newsletter sponsorship page

    The stack and the sponsorship page land on one row, which tells you whether a direct sale or a programmatic route is even relevant.

  • Topic and format

    independent business newsletters covering software with a published media kit

    Format is a column rather than a guess, so newsletters and podcasts stay out of a list that was built for programmatic sites.

  • Who sells the inventory

    find the head of revenue or the ad operations lead at each publisher

    At small publishers that is the founder, and the row makes the overlap visible instead of returning two versions of one person.

Plays

Three motions you can run this week

Each one is a chain of Oxygen primitives — the same hosted objects your workspace already has, composed.

  • Model-based segments

    Programmatic sites, sponsor-funded newsletters, and podcasts become three lists.

    1. Tables
    2. Tags
    3. Records
    1. 1Detect the ad and subscription stack, then tag each publisher with the model it runs.
    2. 2Promote each tag separately so the pitch matches how the money actually arrives.
    oxygen tags create

  • Publishers who also buy

    You find the publishers with an acquisition budget, not only inventory to sell.

    1. Ads
    2. Tables
    3. Sequences
    1. 1Check whether the publisher runs ads of its own and write the result into a column.
    2. 2Enroll the ones that do, because a buying budget means a growth owner exists.
    oxygen columns run

  • Revenue lead, not the newsroom

    Commercial messages reach commercial staff instead of landing on an editor.

    1. Tables
    2. Sequences
    3. Messages
    1. 1Filter to rows where a revenue or ad operations contact resolved cleanly.
    2. 2Route editorial contacts to a separate lane so nobody pitches a newsroom.
    oxygen sequences enroll

Who you can reach

Roles you can find at publishers, newsletters, and podcasts

Reachability is per channel: a role marked for mobile is one the phone waterfall usually resolves, not a guarantee for every record.

RoleSeniorityReachable by
Publisher or founderOwner/FounderWork emailLinkedIn
Head of revenueVPWork emailLinkedIn
Ad operations managerManagerWork emailLinkedIn
Editor in chiefDirectorWork emailLinkedIn
Head of audienceDirectorWork emailLinkedIn
Chief technology officerC-levelWork emailLinkedIn

Filters you can search on

  • Format: site, newsletter, podcast, or video
  • Ad tech and monetization tools detected
  • CMS and subscription platform
  • Topic or vertical covered
  • Media kit or sponsorship page present
  • Whether the publisher also buys ads
  • Team size band
  • Country and language

Web publishers resolve well because everything monetization touches renders on the page. Newsletter and podcast operations are thinner: much of the stack sits inside a sending platform or a hosting service that leaves nothing public, so format detection carries more weight than tool detection.

Data sources

What the data actually comes from

Every value lands with its provider and cost recorded on the cell.

  • BuiltWith

    Ad tech, CMS, paywall, and subscription tools detected on the publisher's domain.

  • Adyntel

    Whether the publisher is also running ads of its own, taken from public ad libraries.

  • People Data Labs

    The publishing company, its team size, and the commercial titles inside it.

  • Exa

    Finds media kits, sponsorship pages, and about pages that state the business model.

  • Blitz API

    Work email for revenue and ad operations staff, who are named publicly far more often than editorial.

Run these on Oxygen's managed credits, or connect your own provider keys and pay the vendor directly — the same columns, the same runs, the same provenance either way. See every integration.

Limits

Where this stops

  • Audience numbers are self-reported in media kits and are not verified anywhere. Use format, stack, and team size for qualification, and treat any published reach figure as a claim you will test in conversation.

FAQ

Questions people ask first

Can I filter publishers by business model?
Yes, by reading the stack rather than the description. Programmatic tags, paywalls, and sponsorship pages each point at a different model, and the combination is stored on the row.
Are audience figures reliable?
No. Media kits are marketing documents and nobody audits them. Format, stack, and staff size are observable, so build qualification from those and treat reach as something to verify.
Do newsletters and podcasts show up?
Yes, as their own formats. Detection is thinner for both, since sending and hosting platforms leave less on a public page, so format often carries the qualification on its own.
Why does it matter whether a publisher buys ads?
Because a buying budget means somebody owns growth. Publishers that only sell inventory have a revenue lead; publishers that also buy usually have a marketing owner too, and that changes who you write to.
How do I avoid pitching the newsroom?
Split editorial and commercial contacts into separate lanes at the point of enrichment. Editors hold no budget, and a commercial pitch in an editorial inbox tends to end the relationship early.
Can I track a publisher's stack over time?
Yes. Re-run detection on a cadence and the changes land as dated cells, so a publisher swapping ad tech or adding a paywall shows up as an event worth a message.

Build your publishers, newsletters, and podcasts list

Start with a search, preview the cost before anything is spent, and keep the rows, sources, and runs in a workspace you own.

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