Category: In the News

Media agencies deploying AI to speed up their planning and buying practices are discovering that the tech won’t deliver savings if it’s left to run by itself — it has to be monitored.

As agentic tools developed to aid audience targeting, campaign set-up or media execution proliferate, some agencies are beginning to build tracking or auditing tools. The hope is that they’ll allow staffers to check that AI tools aren’t hallucinating or burning through tokens.

“It can get out of control very, very quickly,” said Jonathan Whiteside, global evp of technology at Dept.

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Creator pricing is a problem, and everyone is trying to determine the best solution. But one of the biggest hurdles that creators, their agents and the creator marketers looking to work with them face isn’t the initial price tag to get the partnership started, but the usage rights that are tacked on.

Usage rights have become a major part of every creator partnership, dictating how the content will be used, where it will appear (locally or globally), and how long it can be used. As such, they’re also a major point of contention throughout the creator pricing process. 

“There’s no consistency in terms of how pricing is presented,” said Danielle Wiley, founder and CEO of influencer marketing agency Sway. “When we go out to a creator or to a manager and ask for pricing, we are very clear: ‘This is for the post. This includes 30 days paid usage, two months organic usage, and 30 days exclusivity. And we want a price for that’.”

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