Leading Italian publisher, GEDI Group, and its advertising salesagency, Manzoni, have committed to becoming a data-drivencompany. A deep advertising transformation program ishelping them adopt new digital models, both in the traditionaland digital ad business. GEDI has chosen Accenture as itsconsulting and technology partner for this challenging journey.
As the first step of its transformation journey, Manzoni wanted to use Artificial Intelligence to better monetize digital content for both ad-funded and pay business models. The key enabler of this strategy would be the ability to identify highly-qualified audience segments—by age, gender, interest, etc.—and target them with extremely accurate advertising campaigns and tailored content services.