AI, Identity, and the Fight to Keep the Web Worth Visiting

AI is reshaping digital advertising, from how people move across the web to how creative gets made and which Ad Tech pipes actually matter. In this episode, Scott joins Vijay to unpack what’s changing and what still holds true. They explore how LLMs are shifting user behavior, the risks and potential of ads inside AI tools, and why vertical video and embedded bots might drive the next wave of publisher value. Scott also breaks down the real story behind curation, explains why CPMs don’t tell the full picture, and shares what publishers should focus on instead. It’s a clear, engaging conversation for anyone trying to keep up with where AI is taking the ad tech world next.

Scott Messer is the Founder of Messer Media and a longtime publisher advocate known across the industry as the "AdTech Therapist".

With over 15 years of experience spanning ad operations, monetization strategy, SEO, and programmatic infrastructure, Scott has advised everyone from media companies to retail media networks and early-stage ad tech ventures. Before launching Messer Media, he led revenue and publishing operations at Leaf Group and served as SVP of Media, building a portfolio of over 40 owned-and-operated sites. He’s also held advisory roles at TrueData, The Arena Group, and Lockr. Whether it’s identity, curation, or AI, Scott brings rare clarity to the most complex corners of ad tech.

Vijay Kumar is the Founder and CEO of Mile, where he has spent over a decade helping publishers navigate modern Ad Tech. His work spans pricing strategy, yield optimization, and infrastructure decisions, always focused on giving publishers more clarity and control.

As host of Web Without Walls, Vijay brings real-world experience and thoughtful curiosity to every conversation. He asks the questions publishers care about, challenges assumptions when needed, and creates space for honest, practical industry dialogue.

• “There is this understanding that the open web has to exist for the LLMs. They coexist in a certain form because you create content, I live on top of that, and then I create AI experiences. That's kind of like the current status. ”
• “I feel it personally, I think the LLMs will not get the scale of diversity because yeah, sure. There are, there's so much duplicate content and there's not real value in that experience because it's like the user experience being corrupt, but
  There are still millions and millions of publishers and it brings a lot more diversity in terms of content that you're getting access to.”