Talking AI Risks And Rewards For Publishers With AWS’s Stephanie Layser | AdExchanger

Thursday, July 10th, 2025 – 4:09 pm AI is a double-edged sword for publishers. On the one hand, agentic AI tools are helping publishers streamline ad sales and operations, with the efficiency gains producing incremental revenue. But, on the other hand, publishers are losing monetizable traffic to generative AI-powered search. And internal optimizations may not be enough to offset those traffic losses. Stephanie Layser, global head of publisher ad tech solutions at Amazon Web Services (AWS), has spent her career in ad tech on the sell side focusing on how publishers can get the most out of digital advertising. And publishers are getting some encouraging early results from deploying new AI tools, she said during the AWS Monetization Symposium in New York City on Wednesday. Take Amazon-owned Twitch. Before it worked with AWS to automate parts of its sales process, the video platform suffered from data fragmentation that left 20% of advertisers’ campaign questions unanswered. But Twitch worked with AWS to centralize its marketing data and created retrieval augmented generation (RAG) connections to give AI assistants access to that centralized data. As a result, Twitch has seen 25% higher revenue so far this year from advertisers that use AI solutions
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