The open internet continues to serve as a powerful channel for advertisers seeking scale and accessibility. But the advent of generative AI is rapidly reshaping how that potential is realized.
The technology is ushering in “a unique opportunity to gain even more precision and relevance,” said Jeremy Arditi, co-president and chief business officer, Americas, at omnichannel platform Teads, in this interview with Beet.TV contributor David Kaplan during Advertising Week New York.
Advertisers can now develop multiple creative iterations efficiently and align them with users in highly contextual ways, he said. This level of customization, he noted, was once too costly and complex to execute at scale.
Harnessing broad data signals beyond walled gardens
Asked how AI benefits advertisers operating outside major platform ecosystems, Arditi said the richness of the open internet’s data landscape.
“AI is only as powerful as the data that it’s trained on,” he said. “Across the open internet, we have the ability to leverage a very wide array of user signals, contextual signals, and purchasing behaviors that are wider than what might be available to a single platform.”
The challenge, he added, lies in integrating these signals effectively so advertisers can identify and engage high-value customer cohorts with greater clarity and accuracy.
Empowering publishers to reimagine the content experience
Arditi also sees a major opportunity for publishers. AI can help them craft more personalized and immersive media experiences that enhance both engagement and monetization.
“Publishers can create a new type of experience for consumers,” he said. “It’s not just about content production. It’s about how users interact with content and how that content can be personalized at scale.”
This approach, he added, can strengthen audience loyalty while helping publishers generate more sustainable revenue streams.
Building transparency and trust in AI outcomes
Transparency, Arditi said, remains a foundational principle as AI becomes more deeply embedded in advertising.
“The opportunity and challenge we have as an industry is to make sure we’ve got the right guardrails on the sources and quality of data,” he said.
Teads’ work in measuring lower-funnel outcomes such as product sales, leads or online conversions demonstrates how accountability can remain high. However, he acknowledged that many traditional performance metrics are becoming obsolete. The industry, he argued, must evolve toward “currencies that matter more” and reflect the fragmented and multi-touch nature of today’s consumer journey.
Moving beyond outdated metrics toward true outcomes
Looking ahead, Arditi said breakthroughs will come from focusing on outcomes rather than impressions. “Our entire focus at Teads is on delivering more outcomes: going beyond the CPM, beyond a simple impression,” he said. Whether driving brand awareness or direct conversions, Teads seeks to anchor value in measurable business results.
One promising proxy, he added, is attention. It’s an emerging metric that predicts campaign effectiveness more reliably than legacy measures.
“AI is a critical accelerator for driving more experimentation with creative and messaging,” Arditi said. “Dynamic creative optimization has been talked about for years, often as smoke and mirrors. But generative AI finally allows us to deliver on that decade-long promise.”
AI, Attention Are Among Key Cannes Themes: Teads’ Jeremy Arditi
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