Open Market Shiv Gupta on How to Build a Modern Adtech Salesforce
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Oct 8, 2025 
Shiv Gupta, CEO and co-founder of U of Digital, shares insights on the seismic shift AI brings to adtech. He discusses how sales and marketing are merging in today's landscape, emphasizing the need for consultative selling and industry expertise. Gupta also reveals the importance of modern sales enablement—the critical blend of sales abilities, product knowledge, and industry understanding. Plus, hear about the surprising concept of 'jeans parties' from Gen X lore! It's an enlightening conversation on navigating the evolving world of advertising.
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Agentic Commerce Event In San Francisco
- Shiv attended an agentic commerce event and found it radically different from ad events.
- He highlighted a CNBC tech reporter moderating and deep ecosystem vendor demos as eye-opening.
AI Is The Central Adtech Force
- AI is the dominant force reshaping advertising and technology right now.
- Firms that ignore AI risk irrelevance as it redefines targeting, creative, and measurement.
Agentic Browsing Will Shift Consumer Attention
- Agentic browsing (LLMs in browsers) will change where consumers spend attention and how they shop.
- That shift forces advertisers to rethink lower-funnel tactics and focus more on upstream attention channels.