Using historical audience data and Amazon shopping data, the company trained a large language model to find correlations between content consumption and potential user behaviors. The new unit is expected to launch today with a major (undisclosed) retailer, Dotdash chief innovation officer Jonathan Roberts said yesterday while speaking at the AI Trailblazers marketing conference in New York. Other panelists included executives from Time, The New York Stock Exchange and The New York Times.<\/p>\n
Trained on 11 billion website visits from last year, Roberts described the new ad unit as \u201cgoing from a binary Morse code system\u201d with to \u201ca full 4K resolution color screen.\u201d<\/p>\n
\u201cYou can get an incredibly rich view of what somebody\u2019s going to do,\u201d Roberts said. \u201cNot because of who they were last week on some third party site that you can\u2019t see or interrogate, but because of everyone who\u2019s ever gone through this content before.\u201d<\/p>\n
Time is also \u201cjust about to launch\u201d its first products developed with OpenAI, said Time COO Mark Howard. Although he didn\u2019t share any details, he mentioned also working with Fox to track content on AI models using blockchain tech and talking with Scalepost about developing marketplaces for micropayments in exchange for the retrieval of publisher content.<\/p>\n
Priorities differ between media companies. Joe Benarroch, head of content and media partnerships at the New York Stock Exchange, wants to build a new media network in collaboration with news outlets, martech companies and AI providers. Benarroch, who previously led comms at X, mentioned potential partners like xAI\u2019s Grok platform and martech giants like Sprinklr and Adobe.<\/p>\n
Despite the deepening partnerships, some publishers remain concerned about tech companies scraping their content to train AI models and also potentially siphoning readership and ad revenue. Earlier this week, OpenAI COO Sarah Friar told The Financial Times<\/a> that OpenAI would consider bringing ads to ChatGPT. (The company later issued a follow-up statement saying there were no immediate plans in the works.)<\/p>\n Concerns are also spreading beyond the U.S. into Canada. Last week, a group of major Canadian media companies filed a new lawsuit against OpenAI that alleges ChatGPT\u2019s parent company violated copyright law. Other ongoing lawsuits include complaints filed against OpenAI by The New York Times and The Tribune Company and another against Perplexity<\/a> filed by News Corp.<\/p>\n Even before LLMs, the Times and other publishers have spent years using machine learning building to build contextual tools for reader personalization and ad-targeting. They hope AI personalization will help them rely less on waning distribution channels like search and social media. That\u2019s why The New York Times is focused on using AI to personalize content across its website, apps and emails.<\/p>\n \u201cIn a world in which people are getting the news in the palm of their hand while waiting to cross the street or the traffic light, there\u2019s so many opportunities to reach people and to optimize that audience development,\u201d said Chris Wiggins, chief data scientist at The New York Times.<\/p>\n While all the pressure is on AI companies, publishers also see ways for AI to help pull power away from adtech companies.<\/p>\n \u201cThe ad tech companies for a long time said, \u2018Oh, don\u2019t you worry about it. We\u2019ve got this, we understand your audience better than you ever will, let us take it from here,\u2019\u201d DotDash\u2019s Roberts said. \u201cThat wasn\u2019t true then and it\u2019s definitely not true now.\u201d<\/p>\n<\/div>\n https:\/\/digiday.com\/?p=562243<\/p>\n<\/div>\n\n
![\"\"](\"https:\/\/dominiclevent.com\/blog\/wp-content\/uploads\/2017\/11\/litigation-300x225.jpg\")
<\/a><\/p>\n