Authenticity Isn't a 2026 Trend for Media

What Do You Do, When Quality Becomes Infinite?

Programmatic made real the delusion of infinity. Infinite reach. Infinite inventory. Infinite data. What wasn't infinite was quality. It remained the differentiator for premium media owners, even as everything else became commoditised. With generative AI, even quality could become abundant. When quality becomes abundant, it becomes cheap and

Beyond the Pilot: How AI Becomes Strategy

Over the past two years, AI has moved from experimental to operational across media organisations. Newsrooms are using it for research and drafting, product teams for personalisation, commercial teams for audience insights. The technology works, adoption is real, and early wins are visible. Yet something curious is happening: whilst individual

Commoditization 2.0: How Agentic AI Could Undermine The Open Web’s Best Publishers | Adexchanger

AI agents and so-called “super signal aggregators” are being framed as the saviors of premium publishers and advertisers who prioritize high-quality media. But these technologies could perpetuate programmatic’s worst practices and push premium media brands into a Commoditization 2.0 era. Commoditization 1.0 occurred when quality media brands

Stop Waving AI at a Problem That Needs a Hammer

When a major brand's ad budgets end up funding terrorist propaganda or child exploitation, the industry's response is predictably complex: more AI, more algorithms, more “solutions”. But what if the answer has been hiding in plain sight for years? Two decades of added complexity have done

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What Do You Do, When Quality Becomes Infinite?

Beyond the Pilot: How AI Becomes Strategy

Commoditization 2.0: How Agentic AI Could Undermine The Open Web’s Best Publishers | Adexchanger

Stop Waving AI at a Problem That Needs a Hammer