Frictionless payments for publishers: 5 minutes with… Chris Pettit

Q: What's the core problem that needs solving in the digital media industry right now?

A: The biggest issue is the unfair and outdated payment system that forces publishers, affiliates, and other players to wait months to get paid. In the digital media and adtech ecosystem, payment terms routinely stretch beyond 120 days. That means the very businesses that fuel the industry with content and ad placements are left out of pocket for an unreasonably long time.

Now there is a way that enables companies to access their earnings almost instantly, rather than waiting in an unnecessarily long queue — via technology that integrates directly with digital marketplaces and platforms, verifying revenue in real time and unlocking payments straight away. Essentially, it’s removing the cash flow bottleneck.

Q: Publishers often feel they're at the bottom of the adtech food chain. Is that a fair assessment?

A: Absolutely. If you look at the adtech supply chain in its simplest form, you’ve got the brands at the top, then agencies, DSPs, SSPs, and finally, at the very end, the publisher or content creator. Each link in that chain introduces a delay in payments, and since brands and agencies tend to hold onto funds for as long as possible, those at the bottom get squeezed the hardest.

This creates a fundamental imbalance. While big corporations can dictate their payment terms, smaller players have no leverage. Many publishers and ad networks end up in a cycle of financial strain, unable to reinvest in their growth because they simply don’t have access to their own money when they need it.

Q: What's the wider impact of delayed payments on the digital media ecosystem?

A: It’s significant. When businesses struggle with cash flow, they can’t scale their operations, invest in marketing, or pay their own suppliers on time. It’s a domino effect that stifles growth across the entire advertising industry — but also the wider economy.

For instance, affiliate marketers and media buyers often have to pay for traffic upfront — sometimes from major players like Google and Meta — while waiting months to receive ad revenue. This means they’re financing these big companies while their own businesses take the financial hit.

We see this in programmatic advertising too. SSPs and ad networks are forced to extend payment terms to keep publishers happy, even if they haven’t been paid by brands or agencies yet. It’s a broken system that needs to be fixed.

Q: With adtech margins already tight, is using an intermediary fast-tracking service financially viable for companies?

A: Yes, and that’s because it’s not just about getting money faster — it’s about using that money strategically. These companies don’t just opt to take early payments for the sake of it; they use it to reinvest and generate higher returns.

On average, such a platform will charge a percentage of the transaction value over a 30-day period, depending on the debtor’s credit risk. For most businesses, that cost is far outweighed by the revenue they can generate through reinvestment.

For example, if you’re running paid ad campaigns, you might be able to double or triple revenue over a short cycle. By accessing funds sooner, companies can reinvest faster and drive more growth.

Q: Are you seeing shifts in the industry's attitude towards financial innovation?

A: Yes, and it’s long overdue. There’s growing recognition that extended payment terms are not just inconvenient, but actually harmful to the industry. More businesses are looking for ways to stabilise their cash flow and operate on their own terms, rather than those dictated by large corporations.

We’re also seeing regulators and trade bodies take more interest in the issue. There’s increasing pressure on brands and agencies to be more transparent and responsible with their payment practices. While I don’t expect the big players to suddenly start paying faster, new payment solutions are giving businesses an alternative to being stuck in a system that doesn’t work for them.

Q: What's your message to publishers struggling with long payment terms?

A: You don’t have to wait. The industry has made it seem like slow payments are just part of doing business, but they don’t have to be. There’s a better way. If you’re tired of waiting, or are struggling with cash flow, or just want to reinvest in your growth, there is help.

Q: How does Revving help businesses avoid these cash flow issues?

A: Revving acts as an intermediary that fast-tracks payments. Using our platform, businesses can receive their revenue as soon as it’s earned, rather than waiting weeks or months. Unlike traditional invoice factoring, which is analogue, inflexible, and often requires corporate security and personal guarantees, we leverage real-time transaction data. That means we can advance payments before an invoice is even raised. Our model is based on transparency, automation, and flexibility — helping businesses get paid faster without taking on debt or navigating lengthy approval processes.

Also published in: InPublishing