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
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Abstract
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.