Category: In the News

Marketers have grown fixed on a simple, stubborn question: what portion of their spend reaches the person making the content?

What was once a direct handoff now threads through a growing constellation of agencies, platforms, networks, ad tech vendors and assorted brokers, each taking something before the creator gets paid.

The worry isn’t new. In fact, it mirrors the unease that pushed marketers to dissect the ad tech supply chain years ago. And just as they did then, they’re now looking for ways to trace this latest supply chain. A cross-industry group at the Interactive Advertising Bureau is leading the latest effort, aiming to map the commercial machinery that has formed around the creator economy — influencer marketing included. 

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The Atlantic has built a scorecard for AI crawlers, identifying which bots actually send readers back and which just strip content. Only those with value get through.

This approach led it to block a single AI crawler that tried to recrawl its site 564,000 times in the past seven days.

Some publishers have taken a hard line on AI crawlers, blocking all that they don’t have a licensing deal with. The Atlantic has a licensing deal with OpenAI, which it doesn’t block, but has determined that other AI crawlers must drive back traffic or bring in new subscribers for it to unblock them. The hope is that if the AI engines want access to its content to improve their LLMs’ outputs, then they’ll pay a licensing fee.

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