Alex Herguth, vp of publisher development, PubMatic
A fundamental shift is underway in how consumers discover products and make purchasing decisions. Generative AI platforms, such as OpenAI’s ChatGPT, Anthropic’s Claude and Perplexity, among others, are becoming the new front door to the internet. Users are increasingly turning to conversational interfaces that synthesize information, personalize results and guide purchase decisions in real time.
While there has been fear about the impending impact to web traffic, not enough people are talking about the significant opportunity this trend creates for the advertising ecosystem. The question isn’t whether these platforms will monetize; it’s whether they’ll build the next generation of walled gardens or integrate with the open web infrastructure that has powered digital advertising for two decades.
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