As AI tools like ChatGPT and Google’s AI Overviews keep users on their platforms — and away from publishers — it’s cutting into the open-web ad inventory that demand-side platforms such as The Trade Desk and Viant rely on.
Victor Amin, senior director of data science at The Trade Desk, said AI search is changing how people consume content. “Before, a person would go to the website and read. Now LLMs collate information, make recommendations, and users often never click through,” he said.