If Nine’s former publishing boss Chris Janz and The Guardian’s Managing Director Dan Stinton are right, there’s a storm brewing for the media establishment as frustration rises among the business, tech and innovation elite – and even the broader public – over what and how mastheads and journalists produce content. Chris Janz did the “deal of a career” when brokering the 2017 ‘unholy’ alliance with Google to sell Fairfax’s premium ads and audiences programmatically, reportedly for guaranteed annual revenues north of $40m. Now Janz has flipped entirely with VC-backed media challenger Scire: He says Scire won’t collect any personal data at all and thinks those relying on Facebook and Google for traffic, while trying to compete on data and tracking – areas in which News Corp, Nine and others have invested heavily – “are playing someone else’s game” and have already lost. The future of mastheads, he says, is all about trust and serving smaller, smarter segments with content they will, in some way, pay for. Either way, privacy regime changes will soon disrupt tracking-based ad-funded business models – and Scire isn’t going to do traditional advertising at all, per Janz. Outgoing Guardian Australia MD, Dan Stinton agrees on trust, contextual targeting and the push away from open exchange “direct response” advertising. The Guardian has slashed its reliance on open ad exchanges from half to a tenth of its ad business in five years under Stinton – reader contributions now make up more than half of revenues but ads are still growing at a fast clip. Stinton and Janz unleash on the new challenges facing the media establishment and the full force of AI scrape and lifts that are about to hit.