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After years of planning, marketers at major brands are finally ready to kick off their World Cup ad campaigns. Meanwhile, media agency experts are keeping their eyes peeled for a potentially volatile scatter market. 

Anchoring the efforts of Unilever’s Rexona brand, which trades as Sure in the U.K. and Degree in the U.S., is a hero film starring a Beatles tune and some of soccer’s biggest names: Vinicius Jr., Cole Palmer, Christian Pulisic and Florian Wirtz.

Cut-down versions of the ad will be used on TV across several of Rexona’s markets starting this monrth and continuing into May, while its U.S. business is set to air a separate Pulisic-centric campaign tailored for American viewers closer to the tournament’s beginning. The company drew on a web of sponsorship agreements with FIFA, top soccer clubs like Manchester City, and individual deals with players like Wirtz, to assemble its cast.

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A third-party scraper economy is emerging beneath the big AI companies, making it harder than ever for publishers to know who is taking their content, let alone stop them.

“What’s changed is the separation of roles. The entity extracting the data is often not the one using or monetizing it. That abstraction layer is what’s enabling third-party resale markets to scale,” Brent Maynard, senior director of security technology and strategy at content delivery network company Akamai, said. “We’re hearing this directly from publishers. One large publisher described it as: We’re not being scraped by one company anymore, we’re being harvested by an ecosystem.”

Digiday has compiled four graphs revealing how AI web scraping is evolving, and what it means for publishers:

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