Ep. 117 From Hype to Reality: AI, Advertising, and What’s Next with David Cohen (IAB CEO)

Jan 20, 2026

David Cohen, CEO of the Interactive Advertising Bureau, leads industry innovations in advertising standards and technology. He explores how AI has evolved from buzzwords to actionable strategies, reshaping the advertising landscape. Cohen discusses the fading cookie narrative and the dual challenges of opportunity and risk faced by publishers. He highlights the importance of effective data frameworks and urges a shift from efficiency to effectiveness in advertising metrics. With CTV and commerce poised for growth, Cohen shares insights on guiding the industry through rapid transformation.

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ADVICE

Prioritize Clean Data Before AI

Build a stable, structured data foundation before layering AI-driven systems.
Without clean data, AI insights and automation will underperform or mislead teams.

INSIGHT

Publishers Face Existential Disruption

Publishers face existential disruption as AI changes search, discovery, and monetization mechanics.
David Cohen warns the commercial internet's long-standing mechanics are being called into question.

ADVICE

Don't Rush Agentic AI Deployments

Avoid rushing into agentic AI without industry alignment, testing, and standards.
David Cohen urges more experiments and standards because code moves faster than standards.

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In this episode of the AdTechGod Pod, host AdTechGod sits down with David Cohen, CEO of the IAB, for a wide-ranging conversation ahead of IAB ALM in Palm Springs. They unpack how AI has moved from hype to real-world application, why the cookie conversation has faded, and what new challenges publishers, brands, and agencies now face as AI becomes the interface for discovery and commerce. David shares candid insights on industry fragmentation, the risks of rushing innovation without standards, the growth areas brands are betting on for 2026, and why effectiveness must replace efficiency as advertising’s north star. The episode closes with a look at how IAB ALM is shaping industry priorities and what it means to lead an ecosystem through rapid change.

Takeaways

AI has shifted from experimentation to real operational and creative use cases across the advertising ecosystem
The end of cookie deprecation as the dominant narrative marks a major industry turning point
Publishers face both opportunity and existential challenges as AI disrupts search, discovery, and monetization
Industry progress is being slowed by legacy infrastructure and a lack of clean, structured data foundations
The current AI land grab risks outpacing standards, testing, and alignment
CTV, commerce, and creators marketing are the strongest growth areas heading into 2026
Effectiveness, not efficiency or cheap scale, should define success in modern advertising
IAB ALM serves as a validation point for industry direction, not a fixed roadmap

Chapters

00:00 Welcome & Introduction

01:18 What’s Changed Since Last Year’s ALM

02:28 AI’s Real Impact on Creativity and Personalization

03:55 AI, Data, and the Need for Strong Foundations

05:12 Risks and Concerns Around AI Adoption

08:23 What Agencies and Brands Are Struggling With

10:14 What Brands Are Betting On for 2026

12:22 What David Hopes to Achieve at IAB ALM

14:48 How IAB Sets Its Agenda and Adapts to Change

17:02 Industry Norms That Need a Reset

18:29 How ALM Speakers and Programming Are Selected

21:58 The Future of ALM and IAB’s 30th Anniversary

24:25 Leaving the Industry Better Than We Found It

25:06 Closing Remarks

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