For two decades, media and advertising ran on attention. Impressions, reach and clicks were the currency because they were quantifiable. Increasingly, though, that currency is losing value. Throughout the industry – and brought to a head at Advertising Week New York – leaders across media, agencies, and adtech/martech are asking the same question: not "who saw it?" but "what did it change?"
Official announcementDatabricks Blog
The media industry is becoming a prediction economy
From the official release
Behind every answer is the rise of the prediction economy, where advantage comes from knowing what an audience will want before the money is spent, and being able to show what it was worth. Performance has shifted from a lagging indicator to a leading one.
Hear Databricks Media and Advertising GTM leader Jake LaDuke share his thoughts on the prediction economy - and the future of media, advertising and marketing - then read on to learn more.
What the industry is asking for
This is a short excerpt. Read the full announcement on the official source.
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