In this episode of The Six Sells Podcast, I spoke to Alex Powell, CEO, at Pixels.ai about the power of vertical video on the open web.
I’ve been fascinated by how attention shifts as formats evolve, and Alex brings a perspective from the sharp end of technology and distribution. We started by exploring why vertical video has become the dominant format on platforms like TikTok, Instagram, and YouTube Shorts. It’s how people naturally hold their phones, and the behaviour is now second nature. The big shift Alex and his team are enabling is taking that same experience and moving it beyond walled gardens into the open web – where brands can own more of the relationship with their audience.
One of the key takeaways for me was how Pixels.ai is helping publishers and advertisers rethink how video is delivered outside social platforms. Instead of relying solely on algorithms within a single ecosystem, vertical video on the open web gives brands reach, control, and context. It opens up a bigger canvas for storytelling while still matching the consumption habits of today’s audience.
We also discussed the commercial side. Attention is the currency that drives value, and Alex explained how vertical video placements are already proving to hold people’s focus for longer. That means stronger brand recall and better performance. For advertisers who feel locked into TikTok or Instagram, this offers a way to diversify investment while keeping the same powerful format. For publishers, it means new inventory and new revenue streams without needing to reinvent the wheel.
Another area I found compelling was the role of AI. Pixels.ai is using artificial intelligence to optimise how videos are created, distributed, and monetised. That includes things like repurposing assets for vertical formats, understanding what captures attention, and placing content where it has the highest chance of engaging. It’s a mix of creativity and data science that reflects where our industry is heading.
Throughout the conversation, I challenged Alex on the practicalities – measurement, brand safety, and scalability. His answers were thoughtful and grounded. He recognises that the open web has sometimes lagged behind the platforms in terms of innovation, but argued persuasively that we’re now entering a period where publishers, advertisers, and tech companies can build an ecosystem that works for everyone.
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