The Sell-Side Strikes Back
What happens when the sell-side starts taking back control?
In today’s digital advertising landscape, many of the old assumptions no longer hold. The traditional buy-side/sell-side divide is becoming less relevant, AI is changing how decisions are made, and publisher alliances are reshaping the scale game.
Yet too often, the conversation still overlooks the central role of media owners, and the environments that actually make advertising work.
In this new episode of the not just ADZ podcast, I speak with Cadi Jones, SVP EMEA at Index Exchange and an industry leader who has worked across the buy-side, sell-side, publishers, and alliances.
Her perspective is particularly timely: as the ecosystem evolves, the sell-side is beginning to reclaim control over decisioning, access and pricing. What does that mean for the structure of the market? And how can this shift be a catalyst for more sustainable monetisation models?
We also explore the opportunities AI brings, not as a shortcut for scale, but as a tool to enable better audience understanding and more efficient transactions. Used responsibly, AI can support a return to more thoughtful, human-led decision-making.
And speaking of humanity, we dispel the myth that AI is the only path to higher-quality inventory and discuss the steps Cadi and her teams have taken to improve the overall quality of their supply.
From the value of premium environments and quality audiences, to the importance of long-term thinking over short-term optimisation, this episode offers a clear, constructive view of where the industry is heading—and what needs to change to get there.
Enjoy the full video below (free registration required)!
