Boostr conducted an industry survey in 2021 and discovered the publishers that bounced back most quickly from the COVID-19 slow down were the ones with the strongest NARR (Net Advertising Revenue Retention). Similar to the SAAS metric Net Revenue Retention (NRR), it measures how much revenue is retained from a cohort of customers.

Heretofore, weak NARR (aka Churn) has been considered by most publishers to be simply a "cost of doing business". We contend that the capacity to assemble detailed historical data and actionable sales strategies will allow publishers to mitigate YoY losses and provide investors with a new KPI that's as relevant -- and possibly more meaningful -- than simply EBITDA.