Roman Vrublivskyi, Attekmi’s CEO, and Olena Chudinovych, the CPO of Attekmi, joined the ExchangeWire podcast and discussed the recent industry news. In particular, they talked about the challenges publishers face due to AI and zero-click search, OpenAI’s ad revenue predictions, the progress of the LLM ad market, and the future of programmatic and the open web in the agentic era.
Recently, the Attekmi team joined the ExchangeWire podcast for the first time! Roman Vrublivskyi, our CEO, and Olena Chudinovych, our CPO, talked to John Still, Head of Content at ExchangeWire, and discussed some AdTech industry news!
In general, AI was the main topic, which is pretty logical since artificial intelligence is among the most significant AdTech trends. However, AI does not always imply benefits. For instance, according to Digiday, publisher ad supply fell by up to 40% in Q2 of 2026. AI and zero-click search are the reasons behind the situation – the technology affects the flow of traffic to open-web sites.
To address this challenge, Roman recommended that media owners invest in high-quality first-party data, enhance ad space quality, diversify revenue sources, and create premium inventory packages. Strengthening direct relationships with the audience was highlighted as an effective strategy in terms of reducing the risks related to traffic decrease. In turn, Olena suggested creating more meaningful interactions and driving engagement as a way to retain users and unlock more monetization opportunities.
Additionally, our experts discussed the news shared by Adweek. Thus, OpenAI is forecasting $100 billion in ad revenue by 2030, but Emarketer projects only $5.41 billion for the entire chatbot ad market in the USA (by 2030).
While OpenAI’s predictions look really bold, Olena thinks that ad revenue should not be its key priority at the moment. Instead, she stated that ensuring consistent engagement and building trust play a much more important role at the current stage of evolution of AI assistants. As for ad revenue, Roman emphasized the importance of specific user behavior. People interact with chatbots not in the same way they do with search engines or social media. Therefore, too aggressive advertising can affect their experience and, as a result, OpenAI’s income.
Obviously, these are not the only thoughts our experts shared during the podcast, so we invite you to listen to the full version! There, you will find detailed answers to the following questions:
How should media owners mitigate the risks introduced by AI and zero-click search?
What does the future hold for programmatic and the open web in the agentic era?
How will the LLM ad market evolve?
Were OpenAI’s predictions too ambitious?
Enjoy the listening experience from Attekmi and ExchangeWire!
