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Meta quietly made an unusual addition to its Ads Manager toolset last month, by incorporating an AI agent tool called Manus.
It’s intended to help plan and execute ad campaigns on Facebook and Instagram — and offers a concrete example of how the company is attempting to realize founder Mark Zuckerberg’s ambition to subsume all ad buying and planning by the end of the year.
For some, the...
As marketing agencies embed generative AI applications into their work, they’re adapting their pricing models to account for the cost of AI tokens.
Generative AI prompts and responses don’t come for free. LLM developers like OpenAI use tokens as a means of metering AI compute; the text you type into a prompt and the output generated by a model are counted. The more tokens processed, the more...
This story was originally published on sister site, Modern Retail.
A couple of weeks ago, Scott Tannen, the CEO of home goods brand Boll...
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Ads in ChatGPT have entered their trial run period. Instead of agency partners, it’s brands like The Knot Worldwide that find themselves at the helms of OpenAI’s ad push, navigating everything from performance metrics to infrastructure.
The digital wedding planning platform is one of the first brands to advertise on ChatGPT. OpenAI approached The...
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Earlier this week, Criteo confirmed it is the first ad tech partner to integrate with OpenAI’s advertising pilot in the U.S., available in ChatGPT’s free and Go tiers. The move formalizes what the...
Holding companies are having an identity crisis. Between mergers and acquisitions, whistleblowers and generative AI, clients are largely overwhelmed and confidence is shaken.
In the midst of scale and promises of AI-enabled tech efficiencies, BBDO is repositioning itself to court clients more proactively. The Omnicom-backed creative agency this month revamped what traditional account...
Brian Gleason, CEO, Seedtag
For more than two decades, digital advertising has relied on identity graphs, behavioral tracking and demographic modeling to target consumers. Precision meant knowing a user’s past behavior. Relevance meant predicting what they might do next based on what they had already done. Campaigns were designed around the “who” because that was the available toolset.
That...
Urban Outfitters last week rolled out ME@UO, its latest bet on micro-creators, joining brands like American Eagle, Express, Home Depot, Lowe’s, and Sephora that are reworking affiliate marketing into always-on, gamified creator programs.
These creator programs reward smaller creators for consistent content, signalling a shift in how brands engage and scale influencer marketing.
“It...
What if the agency holdcos have got it wrong?
Over the past month, the groups have settled on a familiar investor script when framing their financial fortunes: AI as margin defense, integration as operating leverage, scale as a moat and automation as productivity.
It’s a tidy frame — a way to signal that generative tools won’t hollow out the model and EBITDA can be protected.Continue...
Developing AI content licensing marketplaces are introducing new pay structures for how publishers could be compensated for the content they allow AI systems to access.
Publishers and tech companies are determining how to scale compensation to match the value of the content publishers are allowing AI systems to access. It’s another sign of the evolution from flat-fee AI content licensing deals...