The open web has spent years competing for crumbs against companies like Google and Meta. But now, some ad tech players say the Chinese startup DeepSeek creates a new chance to build their own AI offerings beyond the walled gardens.
Chris Vanderhook, COO and co-founder of Viant, still remembers when Google’s AdX crushed the ad network business model right out of the gate. “Once you were in it and were bidding into them, they had such scale, and at any moment, they could tilt the rules in their favor and have all the value,” he said.
The jury’s still out on whether the Chinese startup’s open-source R1 model is safe for U.S. companies to use — or if it’s as cheap or as accurate as initially positioned. However, Vanderhook and others don’t think they’ll be able to benefit from its innovations if they’re able to soon replicate their own AI models thanks to open-source technology without relying on models like Google’s Gemini, Meta’s Llama, or OpenAI’s GPT models.
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