Bustle was founded a decade ago in a far different media environment, as big digital media companies, flush with VC cash, scrambled to acquire the biggest audiences possible. The supposition that those with the biggest uniques would be handsomely rewarded didn't turn out to be a durable model. Now, Bustle is looking like a different entity, as its CRO says typical ad campaigns are now just 15% of the company's revenue Instead, it is focused on using its stable of brands for bigger efforts more akin to what ad agencies provide. In this formula, traffic is far less important than brand affinity, client relationships and the ability to execute.