Compute is about to become the next big commodity in advertising.
The economics demand it. AI has gotten expensive enough, fast enough, that holdco CEOs are now being asked outright how funding it won’t come at the expense of staying profitable. The IAB Europe’s chief economist Daniel Knapp put it plainly: “No one really knows quite yet how to price that in, so you’re seeing the business sort of try and come up with solutions to try and figure that out.”
One answer being floated: turn the holdco itself into a futures market for tokens, whereby they buy them in bulk ahead of demand, price the risk, and sell it on with a margin attached. Some are already doing it, baking token costs into principal media deals.
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