The World Federation of Advertisers and MediaSense found that 75% of multinational brands are seeking to change agency remuneration structures. They aim for more outcome-based pricing rather than hourly billing, driven by increased client capability and the integration of AI in advertising strategies.
According to the study, 84% of industry respondents noted the lack of data and measurability between advertisers and agencies as a key obstacle in measuring outcome effectiveness, which emphasized the need for revised remuneration models.
OpenAI is weighing options to implement advertising for its products like ChatGPT, with CFO Sarah Friar explaining that while they are exploring this avenue, it remains in a conceptual stage as they also see growth potential in their current model.
In legal news, Canadian media entities, including Toronto Star and CBC, have filed a lawsuit against OpenAI, claiming the AI company infringed copyright by using their content for training purposes without consent or compensation.
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