sales slop
Poor AI-generated content is rapidly increasing online, making it easier than ever for bad actors to create junk sites and monetize ad dollars from unsuspecting brands. .
DoubleVerify recently exposed over 200 sports news websites with a mix of AI-generated slop and content stolen from legitimate sites. wired I will report it.
These junk sites often use domain names that are very similar to those of well-known sites, such as “BBC Sports” or “NBC Sportz.” According to DoubleVerify, advertisers are focusing on sports content because they believe it is more brand safe than hard news.
This slop clearly seems to be cheating programmatic ad technology. Wired reports that many sites featured banner ads provided by Criteo and Sharethrough. Additionally, major brands such as Asana, Oracle, and Sephora all advertise on these sites.
Also, don’t expect the problem to be resolved immediately. The popularity of generative AI technology has led to a proliferation of these content mills. As of February 2024, NewsGuard has identified 725 news sites filled with AI junk. By this month, that number had increased to 1,150.
“This type of low-quality content is nothing new,” says Gilit Saporta, senior director of fraud analysis products at DV. “But with these current tools, it’s much easier to replicate and scale.”
All news suitable for posting
Marketers and content creators are already starting to strategize for a post-TikTok future. and as ad week So are reports, publishers, and new organizations.
Not surprisingly, most major broadcasters have already been diversifying into vertical video distribution for years. They now regularly cross-publish content on YouTube Shorts, Instagram Reels, and Snapchat. That makes sense. If you have one video, why not put it everywhere?
Still, 17% of U.S. adults regularly get their news from TikTok, according to the Pew Research Center, meaning media outlets can’t completely abandon these users. Instead, we’re focused on helping those users find you elsewhere.
So far, YouTube Shorts may be the top choice for creators, one agency source told Adweek. Anecdotal evidence from the Washington Post – Did you hear? WaPo says it’s for “.”All of America” Now! – seems to confirm this. Mika Germen, video director at WaPo, says the publisher’s short video presence is starting to grow faster than other channels outside of TikTok.
This may be good news for marketers who have already started experimenting with YouTube. Advertising targeting function. But it certainly doesn’t capture the same sense of community as TikTok. After all, who goes to YouTube to see what their friends are talking about?
2025 crystal ball
Advertising costs continue to rise, but perhaps not as fast as last year.
While ad spending in 2024 surged, largely due to the Paris Olympics and the US presidential election, the IAB predicts “moderate growth” in the ad ecosystem in 2025, at 7.3%.
Not surprisingly, video, social, and retail advertising are the fastest growing advertising media.
Retail media is expected to grow 15.6% this year, twice as much as overall advertising spending, according to the IAB’s 2025 Outlook report released Thursday. Meanwhile, CTV ad spend is expected to grow 13.8% year over year, and social advertising is expected to grow 11.9%. Compared to last year when IAB was held, predicted Social video will overtake CTV, and streaming appears to be regaining some of its appeal.
“Advertisers are looking for growth at the start of the year and are investing in the channels that deliver the most meaningful results,” said IAB CEO David Cohen. statement About the report.
Additionally, approximately 80% of buyers are using or considering generative AI in media planning and activation this year, according to the IAB.
But wait! There’s more
Outgoing FCC Chairwoman Jessica Rosenworcel has rejected four petitions to revoke the broadcast licenses of television news organizations, saying such efforts “suppress press freedom.” Ta. (CNN)
The Washington Post has set what it calls a “big, audacious goal” to grow its paid user base from less than 3 million to 200 million. (new york times)
Google’s goal for 2025 is to catch up with ChatGPT. (WSJ)
The vibe on Meta isn’t right, say soon-to-be former TikTok creators. (marketing brew)
The FTC has finalized updates to the Children’s Online Privacy Protection Rule that minimize online data collection from children under 13. (bloomberg law)
you are employed
Prebid welcomes Zach Savishinsky as fractional CTO. (release)
Utiq, an ad tech company focused on European communications, has hired Pagel Colin as director of global clients and Thomas Bailly as director of global agencies. (release)
