What Do Media Buyers Need From Adtech Infrastructure?

[music] Mediavine manages a lot of independent publishers, thousands of independent publishers. What does the infrastructure underneath that look like? How is it actually supporting your [music] business today? What's interesting is it's changing and it's really dynamic. Um the way that we monetize sites is across supply path connections to DSPs, direct integrations with DSPs, um [music] through curation, marketplaces, uh through retail media networks, and now adding Adgentic AI. Now we're doing it through agents, and so it's never a set it and forget it situation. And even between that, the infrastructure that we have built, [music] we revisit, we revise, we adjust, we switch from client-side to server-side, and we It's It really does affect the ability to monetize, but it is never the same uh any 3 months in a row. That's great. It sounds like you're pretty well established from an infrastructure perspective. Everyone is talking about AI in the bidstream, but the pipes haven't changed. What has to be rebuilt, not patched, for AI Vine to actually work the way it's supposed to? I don't think we can take an infrastructure that was built without AI in mind and adjust it to make it work for AI. I think we have to think about it as like a net new solution. I do not think it is like a pivot from where we're at. I think it is like a true rebuilding, keep the pieces that are necessary, and get rid of the pieces that don't work. I think that's where the industry is going to have the biggest challenge. [music]