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Industry Landscape
The digital marketing industry is currently experiencing rapid transformation, driven primarily by advancements in AI and automation. Personalization, data-driven strategies, and efficiency are paramount. Businesses are increasingly seeking AI-powered solutions to scale content creation, optimize campaigns, and gain competitive advantages. The market is competitive, with a strong demand for agencies that can deliver measurable ROI and adapt to evolving algorithms.
Total Assets Under Management (AUM)
Digital Advertising Spending in Austria
~€600-700 million (estimate for 2023)
(10-15% CAGR)
- Increased mobile ad spend.
- Growing investment in social media advertising.
- Rise of programmatic advertising.
Total Addressable Market
700 million USD
Market Growth Stage
Pace of Market Growth
Emerging Technologies
Generative AI for Content Creation
Generative AI models are evolving to produce highly sophisticated and contextually relevant marketing content at scale, moving beyond simple text generation to include multimedia formats.
Advanced Predictive Analytics
Leveraging machine learning to forecast market trends, consumer behavior, and campaign performance with greater accuracy, enabling proactive and data-driven marketing strategies.
Ethical AI and Transparency Tools
Development of tools and frameworks to ensure fairness, accountability, and transparency in AI algorithms, addressing growing concerns about bias and data privacy in AI-driven marketing.
Impactful Policy Frameworks
EU Digital Services Act (DSA) (2024)
The Digital Services Act (DSA), fully applicable since February 2024, establishes a comprehensive framework for online platforms regarding content moderation, transparency, and accountability.
The DSA will necessitate increased transparency in online advertising and content moderation practices for Improove and its clients, potentially impacting content distribution strategies.
EU AI Act (2024/2025 - Expected)
The EU AI Act, provisionally agreed upon and expected to be fully implemented by 2025, aims to regulate AI systems based on their risk level, with strict rules for high-risk applications.
The AI Act will require Improove to ensure its AI solutions comply with new standards for transparency, data quality, and human oversight, particularly for high-risk marketing applications.
ePrivacy Regulation (Pending - Expected soon)
The proposed ePrivacy Regulation aims to update and replace the ePrivacy Directive, focusing on stricter rules for electronic communications data, including cookies and direct marketing.
This regulation, once enacted, will likely introduce more stringent consent requirements for data collection and marketing communications, affecting Improove's data-driven targeting and personalization efforts.
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