AI is stirring debate in digital advertising, but Equativ’s Michael Lehman offers a rare optimistic view. He discusses transparency, publisher prospects, and why halting marketing spend could backfire.
As digital advertising leaders gather at Cannes 2026, questions about AI’s impact on the open web and programmatic advertising are top of mind for publishers and marketers. Michael Lehman, President, Americas at Equativ, shared his perspective with AdExchanger Editorial Director Sara Sluis, emphasizing optimism amid industry uncertainty.
Lehman argued that current concerns about AI echo the early days of real-time bidding (RTB), when skepticism was high but the industry ultimately adapted and grew stronger. He suggested that, despite anxiety, AI could drive positive change for publishers and the open web, especially around transparency in programmatic advertising.
He also cautioned against pausing marketing investments, warning that such decisions could be regretted in the future as the market evolves. Lehman’s comments come as many in the industry debate whether to slow spending or double down on innovation.
For those seeking a counterpoint to the prevailing sense of uncertainty, Lehman’s outlook stands out. His remarks align with ongoing discussions about the need for greater clarity in programmatic transactions, a topic explored in depth in a recent analysis of supply chain transparency updates: how new proposals could reshape advertiser insight into programmatic deals.
