As with AdSense, big is not where the leverage is. Rather this new corner of ad space liberates the small to middle—a billion businesses who would have never thought of, let alone ever got around to, developing a cool advertising campaign. With a peer-to-peer system, these ads would be created by passionate (and greedy) users and unleashed virally

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Five areas where Sorrell sees AI impacting advertising and media

1. Visualisation and copy writing. What took three weeks can take two hours. More use of text to visuals. This is a double-edged sword for agencies selling their services on time.


2. Hyper personalisation. Netflix has already taught us how to use data to create content at scale. AI can hel

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Another problem with this advertiser relationship with websites was logistics. Not only was it hard to decide which websites to buy ads on, but it was hard to coordinate. Each website often had their own ad sales team and there wasn’t enough time and resources as a buyer to deal with all these sales teams.