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This case illustrates how growth is unlocked by identifying where platforms, data, and ecosystems can create new commercial advantage — and designing the conditions for markets to adopt them.
Challenge
Accenture Interactive identified programmatic media as a high-growth opportunity. However, the market was opaque, trust in intermediaries was low, and the consultancy had no established credibility in media. Entering the category required more than capability — it required market permission.
Solution
The approach focused on system design:
- Reframed the category by positioning programmatic media as a transparent, governed growth platform, enabling advertisers to bring capability in-house.
- Orchestrated the ecosystem through a strategic partnership with the Interactive Advertising Bureau, co-authoring an industry report to establish shared standards and legitimacy.
- Used authority as a demand lever, launching the point of view through earned media and industry forums to accelerate adoption at scale.
Impact
- Exclusive launch coverage in The Wall Street Journal, followed by 100+ pieces of global business and trade coverage.
- Over 20 qualified new business leads generated from the initial launch.
- The capability became a global growth engine, creating a new, repeatable revenue stream across major markets.
- The shift provoked public backlash from incumbent media players — a clear signal of structural market disruption.
