There is no question that the media industry is experiencing dramatic disruption on many fronts—in the way it creates content, distributes content to consumers, and monetizes audiences. These changes are driven by seismic shifts in consumer behavior and an explosion of both consumer- and B2B-facing technologies. The disruption reveals itself in the fast growth of newer content brands like Refinery29 and Vice, the increased use of technologies like Outbrain and Taboola to drive traffic, and the growth of programmatic approaches to advertising revenue. As we reflect on disruption across the industry there are key strategic questions, all of which fundamentally consider balance: