System1 CFO Tridi Kidamabi sat down with Maria Ripps from Canaccord Genuity for a fireside chat at the 2025 ICR Conference — highlighting advances in System1’s AI & ML-powered RAMP platform, our first-party data advantage and System1’s AI-fueled growth in the evolving online advertising landscape.
Below are highlights from the fireside chat that you can listen to here.
Excerpts have been edited for length and clarity.
Q: System1 Advantage
System1’s biggest edge is our extensive network of over 40 owned and operated properties, including HowStuffWorks, Startpage, MapQuest and CouponFollow — currently the largest couponing site in the U.S.
This gives us substantial first-party data, amplified by our significant marketing spend.
Our network provides a strong data advantage, enabling us to spend profitably at scale. Combined with our automated, algorithmically driven RAMP platform, we can scale rapidly and efficiently.
Q: AI’s Impact on System1
It starts on the product side — AI is a multiplier for our engineers, enhancing how much they can accomplish with an assist.
In terms of scale, our model is efficient: opex is fixed, and RAMP can grow to handle 4–5x the current volume without major updates.
AI has also transformed campaign creation for customer acquisition. We can replicate a single campaign across different channels, creatives and editorials, enabling one buyer to now manage hundreds of thousands of campaigns.
Overall, AI has improved System1’s scale, testing and productivity, while keeping operations efficient.
Q: AI efficiency
We’re still just scratching the surface on monetization.
One area is using AI for dynamic landing pages to decide what offers to show consumers on our owned and operated sites. Dynamic content is a huge opportunity.
Another major focus with AI is compliance and fraud detection. In online advertising, as technology improves, so does fraud.
Our commitment to delivering quality consumers to advertisers is a competitive advantage. You can’t grow as big as we have without excelling in this area.
Listen to the full ICR fireside with System1 CFO Tridi Kidambi here.
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