Marketecture: Get Smart. Fast. Stephen Yap on Perion One, AI Integration, and the Future of Cross-Channel Advertising
Oct 20, 2025
Stephen Yap, the Global Chief Revenue Officer at Perion and former Google/DoubleClick executive, dives into the evolution of digital advertising. He highlights the launch of Perion One, aimed at unifying various technologies and optimizing marketing through AI. Yap predicts CMOs will become like portfolio managers, focusing on returns while navigating an increasingly complex landscape. He discusses the resilience of the open web, the challenges of AI silos, and how Perion's tech gives it a competitive edge, embodying the tenacity of a honey badger.
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Cross‑Channel Inventory And Data Synergy
- Perion combines high-impact creative, search, CTV, and digital out-of-home under one roof.
- Using the same data sets across channels enables cross-channel optimization and efficiency.
Stretch Budgets With Algorithmic Allocation
- Use algorithms to stretch constrained marketing budgets and preserve performance under cuts.
- Aim to make a reduced budget "feel like" the prior full budget through smarter allocation.
AI As Connective Tissue
- AI should act as connective tissue across channels rather than separate siloed AIs.
- Building AI on top of each silo repeats past fragmentation and misses cross-channel optimization benefits.