"In the 31 years since the first banner ad appeared, ad tech has become essential to global commerce, directly employing 1.54 million people and generating $974 billion in revenue in the United States. This contributes to an overall digital economy valued at nearly $5 trillion, representing 18% of the nation's GDP. Yet, despite ad tech's importance, little attention has been paid to what qualities enterprise leaders must possess today to ensure their companies' continued growth."
"Nearly 10,000 companies operate under ad tech's banner, with more than 400 new ones launching annually. They encompass dozens of specialties now central to marketing and media, from supply forecasting to privacy assurance to cross-platform integration. The sector has endured decades of instability, false starts, consolidations and technological disruptions. The most destabilizing wave yet - artificial intelligence - is already reshaping the industry, forcing Fortune 500 firms to work with companies that didn't exist 18 months ago."
Ad tech now directly employs 1.54 million people and generates $974 billion in U.S. revenue, contributing to a roughly $5 trillion digital economy (about 18% of GDP). Nearly 10,000 companies operate in ad tech, with over 400 new entrants each year across specialties from supply forecasting to privacy assurance and cross-platform integration. The sector has faced decades of instability, consolidations, and technological disruption, and artificial intelligence is accelerating change by creating new providers and partnerships. Seven core competencies have been identified as essential for next-generation executives, with product fluency singled out as a fundamental shift from traditional advertising leadership.
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