A chat with Jess Davies
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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
Authenticity Isn't a 2026 Trend for Media
There is a critical difference between predicting the future and simply observing the present, yet current industry forecasts often confuse the two. Reading through the latest round of 2026 industry forecasts, there is far too much of the latter: concepts that have been written on the wall for years, sold
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