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  "documentTitle": "Future-proof ad sales: The new transformation imperative",
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      "text": "On the media side, we expect a continued widening of the capabilities gap among salesforces, product, and tech resources, as digital natives double down on investments in AI, automation, and data. Furthermore, sales organizations that fail to invest in AI tools for margin growth and forecasting will continue to struggle with inventory management, yield management, and dynamic pricing in a multiplatform ads ecosystem.",
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      "text": "Finally, the demand for more personalized, relevant, multiplatform sales and delivery will become stronger in the face of unfolding privacy initiatives in Europe and North America and the imminent death of third-party cookies.",
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      "text": "Against this backdrop, we expect a number of major trends to play out in the next one to three years in global ad markets.",
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      "text": "On the buy side, we see the pandemic-driven disruption accelerating shifts in performance orientation, operating model efficiency, transparency, and virtualization. At the same time, marketers' and agencies' expectations will grow. They'll increasingly emphasize multiscreen, micro-segmentation, data-driven audiences and attribution, and customer experience—especially the ability to transact more easily with managed campaigns. And, marketers will become more hesitant to agree to long-term commitments and will place more conditions on reserved buys. Combined, these trends will put enormous pressure on traditional salesforces and will drive growth in self-service and data-driven programmatic buying.",
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