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    Addressability

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    RECEIPT #LOU-PA

    JUN 01, 2023

    Called it.

    PREDICTION BY

    Lou Paskalis
    “Lou’s forecast for the future of the advertising industry: “one that includes addressability, quality, and a technical revolution driven by AI.””

    FOLLOW-UP

    Advertising has moved strongly toward addressability (CTV, programmatic, data-driven targeting), quality concerns (brand safety, news investments, misinformation mitigation), and a technical revolution driven by AI in planning, creative, and optimization. These developments closely match his longer-term forecast.

    Advertising IndustryAddressabilityQualityAI