by John Still on 16th Jul 2026 in VoxPops

Sam Edmonds, head of programmatic & yield at Venatus, joined us at Cannes to discuss how new technologies and initiatives are creating opportunities for the open web.

A lot of media spend is going to the walled gardens because of the outcomes and price point they offer. Sam says this does not mean the open web needs to lose value; however, it needs to better recognise the pinch point to capitalise on budgets with the buy side.

While there is no silver bullet in programmatic, publishers must find the right tech for their niche to extract all the value it can generate for their business.

CannesMedia SpendOpen WebProgrammaticPublisherTechnologyWalled Gardens