Next in Media talked with Captify CEO Mike Welch - who served as GM for Xandr at both AT&T and Microsoft - on whether the ad tech marketing is about to see a thinning of the herd, and what that means for the open web. Welch also talked about how his new search-focused company is both prepping for a post cookie world while also trying to set itself for the coming AI-driven, conversational search era.