The Outcomes Era Is Here: Why CTV, Digital Audio and AI Are Leading the Charge

Move over, Open Web. There’s a new sheriff in town — and it goes by the name Outcomes.

In a recent LinkedIn post, Viant Co-Founder and COO Chris Vanderhook called it like he sees it: we’re moving from the traffic-arbitrage, display-heavy, attribution-gaming days of Web 2.0 into a new era where performance matters more than proxies. Welcome to the Outcomes Era.

But what does that really mean for digital advertising professionals? Let’s unpack it.

The Fall of the (Old) Open Web

First, let’s clarify what’s “dead” here. It’s not the open internet itself — people are still browsing, streaming and shopping freely. What’s fading is the ad-supported model that defined Web 2.0: a bloated, display-driven system propped up by questionable attribution logic, MFA sites and branded search spend designed to look like performance.

The signs have been building according to Vanderhook. Display is shrinking, even for giants like The Trade Desk. Google’s search ad machine faces threats from generative AI. SSPs are under pressure. And most importantly, advertisers are waking up: last-touch attribution isn’t cutting it anymore.

As Vanderhook put it: “Marketers are finally calling BS.”

Enter: The Outcomes Era

So what replaces the old system? Something better, thankfully. The Outcomes Era is defined by marketers shifting their focus from impressions and clicks to real business results: conversions, revenue lift, customer acquisition and long-term brand health.

This isn’t just a mindset change — it’s a media shift. Three channels are emerging as the flag-bearers of this new era: Connected TV, Digital Audio, and AI.

Let’s break down why these trends matter.

Connected TV (CTV): The Attribution Disruptor

CTV is the darling of modern media — and with good reason. As linear TV continues its decline, CTV ad spend is expected to grow 16–18% annually over the next few years according to Statista. But Vanderhook argues that might be a conservative estimate.

CTV is doing more than replacing linear eyeballs — it’s eating into display and search, too. Why? Because it’s not just a reach play anymore. With people-based targeting and better measurement (like Viant’s Household ID™ technology), CTV is delivering measurable outcomes. Advertisers can tie ad exposures to online and offline actions — from website visits to in-store sales — without relying on cookies or last-touch shenanigans.

It’s no wonder brands are shifting spend here. CTV brings performance, not just presence.

Digital Audio: High Engagement, Low Clutter

Don’t sleep on your earbuds. Digital audio — whether streaming music, podcasts or audiobooks — is quietly becoming a performance powerhouse. According to Edison Research, 75% of Americans 12+ listen to online audio monthly, and advertisers are catching on.

Audio offers a lean-in, one-to-one experience with minimal ad clutter. Combined with contextual targeting and precise geolocation, digital audio delivers outcomes in a way banner ads simply can’t. And thanks to programmatic pipes, audio can now be activated with the same precision as display — but without the noise.

As Vanderhook suggests, it’s a media channel built for the Outcomes Era.

AI: The Great Equalizer (and Disruptor)

While some worry AI will upend the ad industry, Vanderhook sees it differently: AI isn’t just a threat to old attribution models — it’s the key to unlocking smarter outcomes.

With the rise of AI agents, automation and predictive modeling, advertisers can optimize campaigns in real time based on actual outcomes, not vanity metrics. AI helps determine what works — and perhaps more importantly, what doesn’t. It’s the difference between guessing which lever to pull and knowing.

But there’s a catch: legacy players overly reliant on last-touch or branded search are the most at risk. If AI removes the fog around performance, the moats they’ve built start to look a lot more like puddles.

Final Thought: Don’t Rearrange the Deck Chairs

The shift to the Outcomes Era isn’t some distant future — it’s already underway. As Vanderhook notes: If your strategy still leans on arbitrage, bloated display buys or measurement gymnastics, you’re rearranging deck chairs on a sinking ship.

Instead, follow the momentum. Embrace media that drives outcomes. Invest in channels built on transparency, identity, and performance. And recognize that the next big wave in digital advertising isn’t just about where the ad runs — it’s about what it delivers.

Long live the Outcomes Era.