What The New York Times looks for in AI licensing partnerships

The AI content licensing ecosystem has improved for publishers in the past few years, with AI companies now increasingly expected to compensate publishers for their content, or at least give them the ability to opt out of its use, Adam Greenberg, vp of strategic partnerships, said onstage at the Digiday Publishing Summit in Miami last week.

But Greenberg called the emerging AI marketplaces “underdeveloped.” From his experience during his 14-year tenure at Google building ecosystems like AMP and Web Stories, Greenberg believed these marketplaces would take some time to mature.

“I think where we end up is very unclear,” he said. “It’s very hard to get these things going. It takes years, and so a marketplace that is valuing content in real time for use in AI training or inference is just going to take a long time.”

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Marketers have bought into microdramas — but a lack of ROI might make them irrelevant

Marketers have long since tried to make advertising something people actually want to watch — with varying shelf life results. (Remember Quibi, the mobile video streaming that shut down just six months after its April 2020 launch?) Well, now marketers are convinced they’ve found something in microdramas and microseries.

The bite-sized blockbusters have become big business in China and are now capturing American audiences. Crocs, Nuuly and P&G’s Native deodorant have each created their own branded, pint-sized productions.

Digiday spoke with four marketers who said it’s less about creating a business case around these snackable dramas and more about capturing shopper attention in a fragmented digital ecosystem.

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