Category: In the News

For all the talk of generative AI upending the media agency business — I get daily pitches of this agency or that data platform rolling out a new proprietary AI system that changes everything! — it’s not as impactful as what’s happening to the search business.

Zero-click search and generative search optimization (GEO) are the new battle cries of the media planning and buying world, all because generative AI has upended search behaviors as we’ve known them the last 20 years — and with those changes, an even deeper upending of classic purchase-funnel activity. 

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Trusted Media Brands is in talks with big tech over AI licensing deals, but is holding off on signing any contract for now. 

The sticking point is scope: tech companies are still pushing for broad access to content, according to Jacob Salamon, vp of business development at TMB. And he is wary of giving away too much without clear value in return.

TMB – which owns brands like Reader’s Digest, Taste of Home, and user-generated video licensing company Jukin Media – doesn’t want to give LLMs wide access to its content. “We just don’t want to hand over the keys,” said Salamon at Digiday’s Publishing Summit in Miami, Fl., in September.

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