Publishers and buyers are moving toward direct supply paths to improve ad performance as AI reshapes the digital advertising ecosystem

Google's Scott Sheffer, VP of global partnerships on the sell-side monetization team, noted that the industry is shifting toward more direct connections between publishers and advertisers, driven by pressure to maximize performance and ROI. The move reflects a broader recognition that additional monetization options alone don't guarantee better business outcomes; instead, transparency and direct collaboration between content creators and advertisers are becoming essential to deliver value in an AI-enabled advertising environment.