Open Market IAS Predictions, SMB Ambitions, and AI Bets
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Oct 15, 2025 The discussion covers the acquisition of IAS and its strategic future. They delve into how the company can pivot toward performance-focused advertising using AI. There's a lively debate on the SMB market potential and what it takes to succeed in that space. The surge in AI optimism sparks a conversation on the return of VCs to ad tech, with insights on the impact of generative content tools. They also explore how platforms like OpenAI might dominate the SMB advertising landscape. The energy is palpable, hinting at a transformational shift in the industry.
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IAS As A Dual Financial And Strategic Asset
- IAS's buyout can be a classic private-equity financial engineering play using leverage and cost cuts to create returns.
- The company also has product bones (customers, partners, Publica) that enable strategic transformation beyond pure financial tweaks.
Verification Moving Toward Outcomes
- Ad verification vendors are shifting from post-hoc measurement to driving advertiser outcomes and performance.
- Publica and CTV focus can be used to reposition verification as a performance driver rather than a perceived 'tax'.
Spin Out, Then Rebuild Privately
- Spin out non-core assets like Publica to raise cash and reduce distraction before executing a strategic pivot.
- Then double down on AI and performance, acquire complementary AI-first assets, and rebuild privately away from public scrutiny.