Ad Tech Briefing: Publishers are turning to AI-powered mathmen, but can it trump political machinations?

Can the carrot of better empirical measurement, as opposed to the beat of a political drum, woo advertisers back to news content?

For much of the past decade, brands’ retreat from advertising next to news content has been framed as a means of risk mitigation in response to political polarization, as well as to other ills of the digital media sector, such as misinformation. Alternatively, as many media-buyers call it, the “I just don’t want to get fired approach.”

Inevitably, this caution leads to a “set-and-forget” mindset that leaves money on the table, often directed into the pockets of Big Tech rather than legacy media owners, contributing to the subsequent decline of the news publishing sector.

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