Open Market OpenAds’ Steven Liss on Which AI Advertising Pitches Are Landing
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Dec 3, 2025 Steven Liss, CEO and co-founder of OpenAds, shares insights on leveraging AI to revolutionize open-web advertising. He discusses the importance of openness in ad tech and how AI can enhance performance through context rather than identity. Liss humorously likens AI's potential in unlocking publisher value to fracking and outlines different sales strategies for SMBs versus large brands. He emphasizes the need for quality in formats and warns of risks for pure-play ad tools as larger platforms emerge. Liss optimistically believes AI can significantly boost ad efficacy and help publishers regain revenue.
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Context Needs To Be Native To AI Buying
- AI and interoperability will force brands to inject context into media buying and creative generation.
- Open standards and publisher signals are required for AI-native advertising to scale effectively.
Context Versus Identity Explains The Gap
- Meta's advantage is identity while the open web's strength is context and longer engagement.
- AI can close the performance gap by leveraging contextual signals and generative creative on the open web.
AI Is The 'Fracking' For Open-Web Yield
- AI unlocks latent value in fragmented open-web inventory, akin to fracking shale oil.
- That unlock can dramatically increase yield and advertiser interest in the open web.