With nearly two decades in digital publishing, Nicole Holtsmark has spent her career at the intersection of technology, operations, and revenue. At pubX, she ensures that publishers’ voices and needs remain central to our strategy, translating their challenges into actionable solutions.

What drew Nicole to pubX?

“I’ve seen first-hand how complex the work of monetizing content has become. What drew me to pubX is the clarity of its mission – to optimize revenue in a way that is both intelligent and effortless for publishers.”

The evolution of digital advertising

Nicole has witnessed the rise of programmatic trading platforms and how publishers now manage fragmented revenue streams across multiple endpoints. At pubX, she helps integrate modular technologies that fit seamlessly into publishers’ existing stacks, streamlining their work.

Opportunities for publishers in 2025 and beyond

“AI and automation present the strongest opportunities for publishers to move beyond reactive decision-making and focus on the work that only humans can do.” Nicole sees real-time insights and intelligent automation as the next big shift – and pubX is at the forefront of that transformation.

Advice for those starting their PubTech career

“Learn how different parts of the business connect. Real impact comes from understanding how decisions in one area affect others. The sooner you grasp that, the more effective you’ll be.”

Outside of work: recharging and staying inspired

When she’s not shaping publisher operations, Nicole recharges by spending time outdoors. “It’s easy to be connected to our work 24/7, but we’re just not built for it. Fresh air helps to reset my thinking, and my approach.”

As pubX continues to grow, our team of experts play a key role in driving us forward, helping publishers navigate complexity and unlock new revenue opportunities.

👉  Want to learn more about how pubX is supporting publishers? Get in touch >