Artificial Intent: How Generative AI Can Disrupt the Trillion-Dollar Digital Ad Economy
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.
Please Note: Extended description available upon request.
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