Online publishers, especially the new sites, are facing troubled times. There are two factors that trouble online publishers. Web advertising business as such was always unpredictable. It has become treacherous now. The traffic to websites have plateued. In some cases, it is falling. This happens after a decade of exuberant growth. It is a transition period — from internet of websites to the internet of mobile apps and social platforms ( such as Facebook). Besides this there is automated advertising and ad blocking tools. Monetizing the web has become problematic. Instead of the websites, people prefer the social media, and apps. Site visit is an unnecessary detour. Advertisers adjust their ad spend accordingly. In the first quarter of 2016, 85 cents of every new dollar spent on online advertising goes to Google or Facebook. It is a big power shift.