Author: Seb Joseph

The real risk of generative AI for marketers isn’t bad creative. It’s the rise of the “just good enough” economy. 

If that wasn’t already clear, Disney’s deal with OpenAI last week brought it into sharp focus.

Yes, the headlines fixated on the billion dollar investment. Yes, there was plenty of speculation about why Disney chose OpenAI over Google, which it is now suing over alleged copyright infringement. Those are fair questions, and they matter. 

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A packaging and pulp manufacturer is not the obvious answer when the conversation turns to programmatic advertisers. That assumption, it turns out, would be a mistake. 

Georgia-Pacific sits at the more advanced end of the spectrum, with an in-house programmatic team, lower ad tech costs and media dollars concentrated across a smaller set of buying platforms. Now, the company is turning its attention to the sell side, zeroing in on the ad tech firms that move inventory for publishers — the supply-side platforms.

Why? Because these ad tech platforms are plugged directly into the bidstream — the massive flow of data-rich requests sent to advertisers for every available ad impression — making them a critical leverage point for controlling inventory quality pricing dynamics and supply-path efficiency before bids ever reach a DSP.

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