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The open site spent years competing for crumbs against companies like Google and Meta. But now some advertising players say that Chinese startup Deepseek creates a new chance to build their own AI offers behind brick gardens.
Chris Vanderhook, COO and co -founder Viant still remembers when ADX Google crushed the business model of the advertising network directly from the gate. “As soon as you were in it and offered yourself, they had such a scope and whenever they could lean the rules to their advantage and have all value,” he said.
The jury is still on whether the open-source R1 is a Chinese startup model R1 safe for American companies to use – or if it is as cheap or accurate as originally placed. However, Vanderhook and others do not think they will be able to benefit from their innovations if they are able to replicate their own AI models soon Open-source technology Without relying on models such as Google Gemini, Meta’s Llama or Openai GPT models.
“In the back of your mind you know that Google is in the advertising industry, also a meta,” VanderBook said. “It’s still their LLM, there are certainly some white papers, but you don’t know weights, you don’t know the data.” They are also all universal models. ”
Viant, which has its own offer, driven by AI called Viant AI, is already thinking about different ways to not only innovate with open source models such as R1. Democratization of LLM, however, also reassessed his playground. If everyone can create their own AI model, it gives the quality and transparency of data more and center.
Open -weight models still require users to believe that their goals are in line with the AI model, Jaysen Gillespia, the head of analytical and data sciences in RTB House. However, they found that open weight models still offer personal data protection for users by running on local hardware to reduce data leakage. Although open weight models do not remove the benefits of a brick garden such as protected inventory and audiences, advertising players could help in a different way.
“Open Internet Ad Tech serves as a price limit for Walled Gardens, which can only charge merchants as another best alternative,” Gillespia said. “Tech always swore” good. “Quick. Cheap. Choose any” mantra “. Did the Chinese throw it to pieces?”
The challenge with Ad Tech often does a lot for very little time and very little money, said the CTO Ray Ghanbari index. One way he sees that Deepseek’s innovation helps is its distillation of the model, which makes LLMS cheaper to make, run faster and easier to fine -tune for specific knowledge areas such as advertising technology.
Since program advertising requires extreme speed to process a massive volume of transactions, distilled models can be easily deployed on advertising technology platforms. This could help improve the categorization of content and targeting to advertising beyond what is possible today. Ghanbari compared R1 to the moment of the iPhone by helping people re -evaluate how this industry considers AI training for advertising technology.
“Many advantages that LLM can provide was just above the horizon,” Ghanbari said. “And very very very very much was waiting for a breakthrough like Deepseek, because it tells us that the horizon is much closer than it seems.”
Ghanbari is just one of the many advertising techniques, as the AI open-source models could improve contextual analysis. Another company, Chalice AI, uses both off-the-Shalf and open-source LLM to develop.
Tylynn Pettrey, Vice President of Data Science at Chalice AI, said the company was investigating ways to speed up, optimize LLM to improve the analysis of the page with more detailed and more recent data. She mentioned that one partner of Chalice is working with Sinchera that has recently been Obtained by a shopping table. Chalice received funds from the risk arm in 2021.
“Many of this information needs to be updated quickly because the articles are changing, the content of the page is changing,” Pettrey said. “And if you do it once a week or once a month, many of this information is outdated.” What could have been a safe website last week has a politically charged news article that the brand would no longer consider safe. ”
Other startups of advertising technologies, such as openad.ai, also tested the R1 model last week. Steven Liss, co -founder of Openads.ai, said he was testing ways to use Deepseek to generate and training data to improve advertising speed and create ads. Liss also thinks that AI will soon become cheap enough to allow the URL-i-I analysis when thinking models like R1 are still too slow at the moment. (Starting R1 on private end points using US cloud providers.)
“Our first product-generative advertising in real-time chat and searching AI-Byl possible only after the cost of inference dropped under CPM,” Liss said. “This further jump of the model’s efficiency allows us to scalance generative ads for the entire program ecosystem. Llms in [real-time bidding] It sounds crazy, but we get there. ”