AI Fuels New Brand-Safety Worries, and Would-Be Solutions, for Marketers
ChatGPT, for example, have the ability to exponentially increase productionof the kind of middling and low-quality “clickbait" content that constitutes “made-for-advertising" websites. Such properties are designed to lure automated buying systems into placing ads there even though human brand managers would rarely make the same choice. The solution to such challenges, perhaps counterintuitively, could be more AI.
A new wave of products and services is simultaneously claiming that AI can help marketers’ efforts to screen digital media, potentially setting up an arms race over the broad area called brand safety. The prospect of companies developing AI tools to counter the effects of other AI tools calls to mind the classic Mad magazine comic strip “Spy vs. Spy," in which two nearly identical secret agents engage in an endless battle against each other, said Rob Rakowitz, co-founder of the Global Alliance for Responsible Media.
GARM is an initiative from the trade group World Federation of Advertisers to develop standards regarding the monetization of digital content and how publishers and platforms define hate speech, misinformation and other types of content that advertisers want to avoid. The number of AI-powered brand-safety tools and startups is likely to grow in the coming months, according to Rakowitz. “There’s a lot of money being thrown around right now," he said, referring to investors’ hunger for all things AI.
Automated oversight Fifteen percent of all automated, or programmatic, ad buys go to made-for-advertising sites, according to a study conducted between September 2022 and January 2023 by the Association of National Advertisers, a U.S. trade group. At least $13 billion of the $88 billion spent on
. Read more on livemint.com
