This episodeispowered by Teads. 

How will publishers make money once the pure reach providers deliver less traffic? Omar Piras, Vice President Supply Northern, Central & Eastern Europe at Teads and long-time voice in the ad tech industry, answers exactly that question in conversation with DMEXCO Podcast host Verena Grundel. 

A few numbers that stand out: 

  • AI overviews cut referral traffic by 20-30% across Europe 

  • 42% of page views now come from internal recirculation - more than search, direct and social combined 

  • Teads' unified auction model delivers an average 10% revenue lift across 25 publishers worldwide 

For decades, the publisher playbook was simple: more page views, more ad space, more revenue. That model is breaking down. As Omar explains, simply adding more advertising to compensate for lost traffic often backfires. His answer is a shift in thinking, from optimizing single pages to optimizing the entire user session. 

Teads' unified auction lets editorial recirculation compete directly against display ads, native demand and direct campaigns, all valued in real time based on what actually drives revenue. As Omar puts it: "We really believe that publishers in the open web are a very important pillar for our democracy - and we need technology to support that." 

Curious how publishers can turn the traffic apocalypse into an opportunity? Press play and find out. And if you want to keep the conversation going in person, come find Teads at DMEXCO on September 23 and 24, 2026, in Cologne: in our World of Tech, Hall 6.1 C029 

See Teads on the Masterclass stage:  

“Beyond the TV: How Heineken & Teads Mastered CTV HomeScreen to Drive Brand Lift” 

With Marc Zander, Chief Client Officer from Teads, and Juliana Magalhães Rocha, Global Media Lead at Heineken 

Wednesday, September 23, 3:45 p.m., Masterclass MC6B 

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