{"id":12519,"date":"2026-05-27T02:47:14","date_gmt":"2026-05-27T06:47:14","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2026\/05\/27\/engineering-the-outcome-in-an-ai-driven-open-web\/"},"modified":"2026-07-13T12:27:27","modified_gmt":"2026-07-13T12:27:27","slug":"engineering-the-outcome-in-an-ai-driven-open-web","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/engineering-the-outcome-in-an-ai-driven-open-web\/12519\/","title":{"rendered":"Engineering the Outcome in an AI-Driven Open Web"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">On this episode of Modern Marketing and Measurement, Ivan Doruda, Global CEO at MGID, joins the show to discuss how AI is changing search, publishing, and performance marketing across the open web. From the shift away from traditional SEO to the growing importance of monetization, contextual intelligence, and generative engine optimization, Ivan shares a grounded look at where the industry is headed and why human expertise still matters in an increasingly automated world.<\/p>\n\n\n<p><\/p>\n\n\n<iframe loading=\"lazy\" style=\"border: none; min-width: min(100%, 430px); height: 150px;\" title=\"Engineering the Outcome in an AI-Driven Open Web\" src=\"https:\/\/www.podbean.com\/player-v2\/?i=cvndk-1ad6c0b-pb&amp;from=pb6admin&amp;pbad=0&amp;share=1&amp;download=1&amp;rtl=0&amp;fonts=Arial&amp;skin=1b1b1b&amp;font-color=auto&amp;logo_link=episode_page&amp;btn-skin=fb0584\" width=\"100%\" height=\"150\" scrolling=\"no\" data-name=\"pb-iframe-player\"><\/iframe>\n\n\n\n<div class=\"wp-block-group aw-mig-inline-images is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-c88056ad wp-block-group-is-layout-flex\">\n<div class=\"wp-block-group 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https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-150x150.png 150w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-768x768.png 768w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-1536x1536.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\" \/><\/a><\/figure>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n","protected":false},"excerpt":{"rendered":"<p>Ivan shares a grounded look at where the industry is headed and why human expertise still matters in an increasingly automated world.<\/p>\n","protected":false},"author":21,"featured_media":12520,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[],"topics":[35,23],"class_list":["post-12519","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","topics-ai-machine-made-marketing","topics-podcast"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Engineering the Outcome in an AI-Driven Open Web | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/engineering-the-outcome-in-an-ai-driven-open-web\/12519\/\" \/>\n<meta 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