Category: In the News

The streaming ad frequency issue would seem to be indomitable. Despite years of audiences and advertisers complaining about the same ad airing ad nauseam, the problem persists. But what if there were a way to address the issue? Better yet—

OK, you can see where we’re going with this.

There is a solution for the frequency management issue: It’s called the Ad Creative ID Framework; it’s from IAB Tech Lab; it provides a system for unique identifiers to be attached to ads so that advertisers, ad tech intermediaries, streaming services and connected TV platforms can all better track which ads are being sent where across the streaming ad supply chain.

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Agencies are updating more creator contracts with AI clauses and terms as clients raise brand safety considerations, according to three agency execs who spoke to Digiday.

With the ongoing use of generative artificial intelligence in content creation and influencer marketing raising legal and practical considerations for marketers and creators, execs say they are hearing from more clients over the past year to adjust creator contracts to mitigate brand safety risks, copyright infringement and other legal troubles down the line. This includes language specifying that creators do not use AI in content generation, as well as requests for the agency itself not to use AI in its work.

This comes as broader AI and copyright policies continue to take shape in the U.S., with tech giants and lawmakers debating the balance of pushing AI innovation and upholding copyright restrictions. For instance, OpenAI already faces lawsuits from The New York Times, The Center for Investigative Reporting and multiple outlets owned by Alden Global Capital. Google was also sued by education company Chegg, which claims that the search giant’s AI-generated summaries in search results impact its traffic and revenue.

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