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If ChatGPT’s move into advertising is to become a durable feature of its business rather than a short-term experiment, much will hinge on whether those ads can prove they drive real outcomes, not just impressions.
Target wants to be among the first to find out.
The retailer is one of the first wave of brands to start testing ads across ChatGPT’s free and Go tiers — a pilot which began on...
After the pandemic-era surge in news publishers’ subscribers, year-over-year gains are harder to come by, pushing publishers to prioritize retention, moving subscribers to higher-priced tiers and bundles, and product expansion.
Digiday analyzed the subscription and paid reader revenue trends among major news publishers that have publicly shared these numbers, including The New York Times, The...
Three days before the first ads were set to appear inside ChatGPT, the marketers testing them received a brief update: the launch date had shifted from Feb. 6 to Feb. 9. No explanation came with it – just a scheduling change from a company still working out how openly it wants to talk about becoming an ads business.
The timing raised eyebrows.
The same day OpenAI notified marketers about...
Just as traditional SEO no longer guarantees visibility in AI search engines, HTML alone isn’t enough either.
AI systems prefer structured formats or APIs to ingest and surface content more efficiently. And “markdown” has quickly become the common language used by AI systems and agents.
Plus, as the volume of non-human agents visiting web pages continues to increase (one in every 31...
As they struggle to estimate the impact of their paid social and creator marketing activity, more marketers are turning away from deterministic measures of media success, and towards hybrid approaches and mixed media modelling (MMM) AI software.
It’s a sea-change for marketers used to depending on last-touch attribution metrics that come directly from social platforms.
Practitioners in the...
Two years after purchasing once-venerable creative shops Hill Holliday and Deutsch from Interpublic Group, Attivo, the New Zealand-based marketing services holdco, has installed new leadership in the U.S. to revive the brands and establish a stronger foothold in the market, Digiday has learned.
The new leaders — Sasha Savic, former CEO of Mediacom, Anush Prabhu, former chief strategy officer...
Jesse Math, vp of strategic partnerships, Keen Decision SystemsThe marketing calendar itself is simple. Brands need to invest in the typical tentpole events like Prime Day, back-to-school and the holidays. They also have their own key sales periods, like the beginning of the winter season for a company that makes jackets or for a CPG brand heavily tied to Thanksgiving. While marketers know they...
In the wake of TikTok transition issues and algorithmic upsets, established creators are looking to de-risk platform dependence to ensure they can expand outside of traditional creator spaces.
Haley Kalil, aka Haley Baylee, wants to continue to add to the millions of followers she has amassed across several social media platforms (10 million on Instagram, 16.4 million on TikTok) with her off-...
Brands turned in-person activations into a new playground for creators at this year’s Super Bowl, giving wider talent exposure while finding more cost-efficient ways than previous years to scale creator participation.
There were more activations from a wider variety of brands, two creators (and their corresponding agencies) told Digiday anecdotally. They said a bevy of last-minute deals this...
At this point in the Super Bowl ad post-mortem, a pattern has emerged: AI — both the companies selling it and the brands leaning on it — did not resonate as strongly as more familiar creative territory. Viewers gravitated toward the tried and tested, from nostalgia plays to celebrities in deliberately oddball scenarios, while many AI-centered spots struggled to make an emotional connection. ...