{"id":23063,"date":"2026-01-31T00:28:22","date_gmt":"2026-01-31T00:28:22","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=23063"},"modified":"2026-01-31T00:28:22","modified_gmt":"2026-01-31T00:28:22","slug":"some-ad-tech-companies-are-pivoting-amid-open-web-contraction","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=23063","title":{"rendered":"Some ad-tech companies are pivoting amid open web \u2018contraction\u2019"},"content":{"rendered":"

<\/p>\n

\n

Is ad-tech still committed to the open web, or anticipating its so-called demise? It all depends on who you ask.<\/p>\n

As AI tools continue to drive declines in search traffic to brand and publisher sites, ad-tech executives have indicated publicly that bolstering business is top of mind, even if that means focusing on major platforms like CTV over the open web.<\/p>\n

\u201cHumans are not going to continue to read editorial websites for the next 10 years,\u201d Tal Jacobson, ad-tech platform Perion\u2019s CEO and director, said at the Needham Growth Conference in New York earlier this month. \u201cThat\u2019s going to change because AI is changing it. But advertisers and brands are always going to continue to look for customers, and they\u2019re always going to spend more money on advertising.\u201d<\/p>\n

Perion has spent recent months shifting its product offerings away from the open web, Jacobson said at the conference. To support market expansion, it acquired custom algorithm creation platform Greenbids in May. Advertisers can use the product\u2019s AI-powered algorithm, now called Outmax, to optimize buys across mediums, including YouTube, CTV, and the open web. If the algorithm determines an open web ad buy won\u2019t be the most efficient, it\u2019ll pivot to whichever channel is.<\/p>\n

Jacobson said CTV ad revenue is on the rise; the channel\u2019s revenue grew 75% in Q3, according to the company\u2019s latest earnings. Retail media and digital out-of-home (DOOH) revenues also climbed YoY. .<\/p>\n

\n
\n
Get marketing news you’ll actually want to read<\/h5>\n

Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n

Sell-side platform Magnite has already begun to see the effects of AI on search and open web traffic, Michael Barrett, Magnite CEO, said onstage at the conference, but other inventory in audio and mobile have helped to stabilize that shift. With that said, Magnite\u2019s ad platform focused on display, video, audio, native, and DOOH, still generates about a third of its revenue from the open web, Barrett said.<\/p>\n

Magnite has looked to insulate itself against the drop in impressions caused by AI in search, which Barrett said it has achieved through selective curation of the publishers it represents. Onstage, he predicted that if the open web continues to contract, \u201clower value\u201d sites will suffer, but advertisers will still spend on \u201cbrand focused\u201d sites.<\/p>\n

\u201cWe\u2019ve already seen that [contraction] particularly in certain categories like recipes, health, news, and sports results,\u201d he said. \u201cBut within those categories, you have folks that are outsized in terms of building a brand. Folks bookmark them. Folks still go to them\u2026There are headwinds, and it\u2019s a secular change that we\u2019re going to have to muscle through for the next couple of quarters.\u201d<\/p>\n<\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Is ad-tech still committed to the open web, or anticipating its so-called demise? It all depends on who you ask. As AI tools continue to drive declines in search traffic to brand and publisher sites, ad-tech executives have indicated publicly that bolstering business is top of mind, even if that means focusing on major platforms […]<\/p>\n","protected":false},"author":1,"featured_media":23064,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-23063","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\nSome ad-tech companies are pivoting amid open web \u2018contraction\u2019 | Brandiary<\/title>\n<meta name=\"description\" content=\"Is ad-tech still committed to the open web, or anticipating its so-called demise? It all depends on who you ask.As AI tools continue to drive declines in\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mysourcefunding.com\/?p=23063\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Some ad-tech companies are pivoting amid open web \u2018contraction\u2019 | Brandiary\" \/>\n<meta property=\"og:description\" content=\"Is ad-tech still committed to the open web, or anticipating its so-called demise? It all depends on who you ask.As AI tools continue to drive declines in\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mysourcefunding.com\/?p=23063\" \/>\n<meta property=\"og:site_name\" content=\"Brandiary\" \/>\n<meta property=\"article:published_time\" content=\"2026-01-31T00:28:22+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2026\/01\/1769819302_MKB_Editorial_ad-tech-curation_EP_101524_V2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1\" \/>\n\t<meta property=\"og:image:height\" content=\"1\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"News Room\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"News Room\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=23063#article\",\"isPartOf\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=23063\"},\"author\":{\"name\":\"News Room\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4\"},\"headline\":\"Some ad-tech companies are pivoting amid open web \u2018contraction\u2019\",\"datePublished\":\"2026-01-31T00:28:22+00:00\",\"dateModified\":\"2026-01-31T00:28:22+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=23063\"},\"wordCount\":481,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/mysourcefunding.com\/#organization\"},\"articleSection\":[\"Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/mysourcefunding.com\/?p=23063#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=23063\",\"url\":\"https:\/\/mysourcefunding.com\/?p=23063\",\"name\":\"Some ad-tech companies are pivoting amid open web \u2018contraction\u2019 | Brandiary\",\"isPartOf\":{\"@id\":\"https:\/\/mysourcefunding.com\/#website\"},\"datePublished\":\"2026-01-31T00:28:22+00:00\",\"dateModified\":\"2026-01-31T00:28:22+00:00\",\"description\":\"Is ad-tech still committed to the open web, or anticipating its so-called demise? It all depends on who you ask.As AI tools continue to drive declines in\",\"breadcrumb\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=23063#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/mysourcefunding.com\/?p=23063\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=23063#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/mysourcefunding.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Some ad-tech companies are pivoting amid open web \u2018contraction\u2019\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/mysourcefunding.com\/#website\",\"url\":\"https:\/\/mysourcefunding.com\/\",\"name\":\"Brandiary\",\"description\":\"Latest Business and Startup News and Updates\",\"publisher\":{\"@id\":\"https:\/\/mysourcefunding.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/mysourcefunding.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/mysourcefunding.com\/#organization\",\"name\":\"Brandiary\",\"url\":\"https:\/\/mysourcefunding.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png\",\"contentUrl\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png\",\"width\":381,\"height\":100,\"caption\":\"Brandiary\"},\"image\":{\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4\",\"name\":\"News Room\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png\",\"contentUrl\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png\",\"caption\":\"News Room\"},\"sameAs\":[\"https:\/\/mysourcefunding.com\"],\"url\":\"https:\/\/mysourcefunding.com\/?author=1\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Some ad-tech companies are pivoting amid open web \u2018contraction\u2019 | Brandiary","description":"Is ad-tech still committed to the open web, or anticipating its so-called demise? It all depends on who you ask.As AI tools continue to drive declines in","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/mysourcefunding.com\/?p=23063","og_locale":"en_US","og_type":"article","og_title":"Some ad-tech companies are pivoting amid open web \u2018contraction\u2019 | Brandiary","og_description":"Is ad-tech still committed to the open web, or anticipating its so-called demise? It all depends on who you ask.As AI tools continue to drive declines in","og_url":"https:\/\/mysourcefunding.com\/?p=23063","og_site_name":"Brandiary","article_published_time":"2026-01-31T00:28:22+00:00","og_image":[{"url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2026\/01\/1769819302_MKB_Editorial_ad-tech-curation_EP_101524_V2.jpg","width":1,"height":1,"type":"image\/jpeg"}],"author":"News Room","twitter_card":"summary_large_image","twitter_misc":{"Written by":"News Room","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/mysourcefunding.com\/?p=23063#article","isPartOf":{"@id":"https:\/\/mysourcefunding.com\/?p=23063"},"author":{"name":"News Room","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4"},"headline":"Some ad-tech companies are pivoting amid open web \u2018contraction\u2019","datePublished":"2026-01-31T00:28:22+00:00","dateModified":"2026-01-31T00:28:22+00:00","mainEntityOfPage":{"@id":"https:\/\/mysourcefunding.com\/?p=23063"},"wordCount":481,"commentCount":0,"publisher":{"@id":"https:\/\/mysourcefunding.com\/#organization"},"articleSection":["Marketing"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/mysourcefunding.com\/?p=23063#respond"]}]},{"@type":"WebPage","@id":"https:\/\/mysourcefunding.com\/?p=23063","url":"https:\/\/mysourcefunding.com\/?p=23063","name":"Some ad-tech companies are pivoting amid open web \u2018contraction\u2019 | Brandiary","isPartOf":{"@id":"https:\/\/mysourcefunding.com\/#website"},"datePublished":"2026-01-31T00:28:22+00:00","dateModified":"2026-01-31T00:28:22+00:00","description":"Is ad-tech still committed to the open web, or anticipating its so-called demise? It all depends on who you ask.As AI tools continue to drive declines in","breadcrumb":{"@id":"https:\/\/mysourcefunding.com\/?p=23063#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/mysourcefunding.com\/?p=23063"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/mysourcefunding.com\/?p=23063#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/mysourcefunding.com\/"},{"@type":"ListItem","position":2,"name":"Some ad-tech companies are pivoting amid open web \u2018contraction\u2019"}]},{"@type":"WebSite","@id":"https:\/\/mysourcefunding.com\/#website","url":"https:\/\/mysourcefunding.com\/","name":"Brandiary","description":"Latest Business and Startup News and Updates","publisher":{"@id":"https:\/\/mysourcefunding.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/mysourcefunding.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/mysourcefunding.com\/#organization","name":"Brandiary","url":"https:\/\/mysourcefunding.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/","url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png","contentUrl":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png","width":381,"height":100,"caption":"Brandiary"},"image":{"@id":"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4","name":"News Room","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/image\/","url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png","contentUrl":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png","caption":"News Room"},"sameAs":["https:\/\/mysourcefunding.com"],"url":"https:\/\/mysourcefunding.com\/?author=1"}]}},"_links":{"self":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/23063","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=23063"}],"version-history":[{"count":1,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/23063\/revisions"}],"predecessor-version":[{"id":23065,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/23063\/revisions\/23065"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/media\/23064"}],"wp:attachment":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=23063"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=23063"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=23063"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}