Author: Sam Bradley

Whether an influencer campaign succeeds or fails often comes down to creator selection – and increasingly that’s a job being handled by AI.

Dentsu, for example, has been using an AI agent system dubbed “Creator & Trends Studio” (CATS), which aids influencer selection decisions.

In use since January, the tool is built around an API deal with Meta, and suggests creators based on typical factors like subject matter and profile, as well as whether they’re participating in a given social media trend. 

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

,Read More

The Washington Post’s creator network has debuted its first creator-led video series, opening up a new revenue stream as it looks to keep content costs down following recent devastating cuts to its newsroom.

Central to the approach is a key distinction: creators hired by the publisher retain ownership of their IP, according to Sara Kehaulani Goo, president of The Washington Post’s creator network. That’s a more economical model for the publisher than retaining the IP itself. It helps lower upfront costs while making the proposition more attractive to creators, who get to build and retain their own assets. 

Speaking at Digiday’s Publishing Summit in Vail, Colo., last week, Goo said about half a dozen creators will launch new series with The Washington Post every few weeks in different verticals. While the development of these video series is collaborative, creators produce their own content using their own personal resources and equipment.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

,Read More