Media Buying Briefing: Gen AI creative emerges as new battleground between TV and platforms

TV broadcasters and walled garden platforms are competing to lower the cost of ad creative. Amazon, Google, Comcast, ITV and Channel 4 are each hoping to capture their share of the long tail of ad spend as AI removes a longstanding barrier to entry for small business advertisers.

Although media agencies don’t necessarily benefit from the competition, there are incentives for them to encourage clients to use these options – especially as media and creative find ways to work more closely together.

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