Open Market Shiv Gupta on How to Build a Modern Adtech Salesforce
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Oct 8, 2025 
Shiv Gupta, CEO and co-founder of U of Digital, shares insights on the seismic shift AI brings to adtech. He discusses how sales and marketing are merging in today's landscape, emphasizing the need for consultative selling and industry expertise. Gupta also reveals the importance of modern sales enablement—the critical blend of sales abilities, product knowledge, and industry understanding. Plus, hear about the surprising concept of 'jeans parties' from Gen X lore! It's an enlightening conversation on navigating the evolving world of advertising.
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Agentic Commerce Event In San Francisco
- Shiv attended an agentic commerce event and found it radically different from ad events.
- He highlighted a CNBC tech reporter moderating and deep ecosystem vendor demos as eye-opening.
Lower-Funnel Ads May Commoditize
- As agents shop for users, lower-funnel direct-response ad formats may commoditize and decline in value.
- Marketers should pivot toward TV, streaming audio, DOOH, and emerging AR/VR channels to capture attention.
Train Employees — Don’t Rely On Osmosis
- Bring rank-and-file employees along when building AI products; train them, don't expect osmosis.
- Provide approved tools and behavior-change programs so staff actually adopt AI workflows.