Pundit
Anthony Katsur
6 receipts • Tracked since Apr 2026
CEO of IAB Tech Lab; voice on identity, privacy sandbox, and adtech standards.
Affiliations
No firm affiliations on record.
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6 receipts
2026
1 prediction- Mar 10, 2026Too early to tell.“This is a 24- to 36-month evolution where agentic will streamline workflows and change the nature of knowledge workers in our industry.”
The prediction spans 24-36 months from March 2026, meaning it will conclude around March 2028-2029. It is currently August 23, 2026, making it too early to definitively assess the outcome, although early industry trends show experimentation with agentic AI.
2025
1 prediction- Jan 28, 2025Story still evolving.“It will be the year of identity solutions, the year of ID-less [solutions] for, I think, the next decade. I think this is a 10-year trajectory we’re on. And I think it’s a combination of regulatory forces, machinations of Big Tech is what I think is going to drive this.”
This prediction covers a 10-year trajectory starting in 2025. Early indicators in 2025-2026 show identity and ID-less solutions are indeed central topics in ad tech, driven by regulation and Big Tech changes, aligning with the prediction's initial direction. It is still too early for a full verdict.
2023
1 prediction- Feb 2, 2023Called it.“Machine learning will remain the dominant data science discipline in digital advertising for the foreseeable future.”
From 2023 to mid-2026, machine learning has indeed remained the primary data science discipline for optimization, targeting, and fraud detection in digital advertising, even with the emergence of new AI paradigms like LLMs.
2022
1 prediction- Apr 20, 2022Called it.“Oh, I think Netflix will have an ad-supported model at some point. I don't know exactly when, but I think at some point. I've held that stance for, I don't know, the past four or five years. So I'm with that, I think you said subset of analysts that are like, they are staunchly a staunch believers in the fact that Netflix will have an ad model.”
Netflix launched its 'Basic with Ads' subscription tier in November 2022, confirming the adoption of an ad-supported model.
2017
2 predictions- Mar 8, 2017Called it.“The third-party cookie, as we have known it, is undergoing pressure and will probably disappear altogether.”
Regulatory pressure (GDPR, CCPA), browser restrictions (Safari, Firefox), and Google Chrome's ongoing deprecation plan have led to the near-disappearance of third-party cookies, aligning with the prediction.
- Mar 8, 2017Partially right.“This technology is on course to potentially replace the ad server in the next five to eight years.”
Header bidding became widely adopted and superseded traditional waterfall auctions, but ad servers remain central infrastructure and were not fully replaced within the 5-8 year window (2022-2025).