target audience: TECH SUPPLIER  Publication date: Jul 2023 - Document type: Market Note - Doc  Document number: # US50940323

Artificial Intent: How Generative AI Can Disrupt the Trillion-Dollar Digital Ad Economy

By:  Gerry Murray Loading


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This IDC Market Note is an outline of how to reinvent the ad economy by rebalancing power and control across the sell side and buy side of markets. The ad economy is inefficient because the audience is not part of the conversation between brands and publishers. The high-tech industry convinced both publishers and brands that it could fill in the missing link to consumer intent through data and analytics. It is a massively profitable and massively inefficient model that never fulfilled its potential for full-scale 1-to-1 marketing.


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