In this episode of The MadTech Podcast, ExchangeWire's head of content, John Still, is joined by Attekmi CEO Roman Vrublivskyi and chief product officer Olena Chudinovych to discuss falling publisher ad supply and OpenAI's ad revenue forecast.

The first story this week covers the decline in publisher ad request volumes, driven by zero-click AI search. How can publishers address this, and what is the future of the open web and programmatic in the agentic era? The conversation then explores how the LLM ad market might progress in the next few years, taking into account projected chatbot ad revenues, with OpenAI on pace to miss its own forecast by approximately 90%.

Finally, Roman and Olena share more about Attekmi and how they are working to solve the pressing issues they're seeing in ad tech today.

Publisher ad supply falls by up to 40% in Q2

New Ozone data shows that US and UK publisher ad request volumes fell between 32-41% year on year in Q2 of 2026 as AI-driven zero-click search cut referral traffic. Spend held up better than supply thanks to rising eCPMs (up 30% in the UK; 7% in the US), suggesting that a smaller, more yield-led open web is emerging. 

OpenAI's ad business on pace to miss own forecast

OpenAI's ad business is on pace to miss its own forecast for success by about 90%. Emarketer projects that standalone chatbot ad revenue across ChatGPT, Copilot, Google AI Mode, and Alexa Shopping will hit just $5.41bn (£4.06bn) by 2030 – versus OpenAI's own target of $100bn (£75.13bn).