The demise of identifiers such as third-party cookies presents both challenges and opportunities for publishers. Neither diversifying revenue nor maintaining a healthy ad business will prove to be easy tasks in the years ahead. In this episode, Peggy Anne Salz talks to Sheri Bachstein, global head ofhttps://www.ibm.com/watson-advertising ( )IBM Watson Advertising and GM of The Weather Company. Bachstein has overseen a wildly successful pivot to paid as part of a larger move to diversify revenue at the IBM-owned property, approaching one million paid subscribers and seeing double-digit growth every quarter. Bachstein shares her step-by-step journey to subscription success, including insights on tailoring the product to the consumer, targeting potential subscribers and building a winning customer service team. She also reveals her take on the future of advertising and a call to action for the media industry at large.