Category: In the News

The creator economy is officially trying to build its own ad stack.

It’s probably the most arresting signal that parts of the creator economy are starting to mirror the programmatic ad industry — at least at the infrastructure level. 

Just look at LTK. The creator commerce platform this week rolled out its own AI-powered offering that allows marketers to structure campaigns, identify creators and recommend next steps. 

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This week’s Media Briefing will look at how the open web is splitting between human audiences and AI crawlers — and why publishers are betting on stronger brands and diversified audience strategies to survive the shift.

• An open web divided
• The New York Times tests an AI-generated search feature, The Athletic is in talks with Kalshi, and more.

An open web divided

The open web isn’t dead — it’s just changing shape. As human traffic becomes harder to attract and AI crawlers absorb more publisher content, the web is splitting into two audiences. That’s forcing publishers to rethink the economics of the open web, and shift their focus from chasing scale to building strong brands with diversified content strategies that resonate with audiences.

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