April 8, 2026 | SIGN UP
Michael Bürgi
SENIOR EDITOR, MEDIA BUYING AND PLANNING
As if the world of advertising opportunities wasn't big enough, OpenAI's serious effort to make LLMs a meaningful new channel expands that world just a bit more.
And if you look closely, that bit more actually heralds another universe of opportunity. The speed with which consumers have taken to AI means advertisers doing the homework to wend their messaging into agentic-readable form have at their fingertips a new long tail of sorts. Only this long tail stretches much much further than the one the Internet created.
Krystal Scanlon's excellent profile of David Dugan, the executive hired to attract marketers and their wallets to OpenAI's LLM, reveals an exec who's seen complexity from the inside thanks to his time helping to build Meta's (then Facebook's) ad business when it ramped up incredibly fast.
What remains to be seen is whether this new potent ad vehicle, if you can even call it that, will offer any greater clarity or transparency than the myriad tech-driven innovations that have come before it.
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