How AI could revolutionize what media gets produced -and have scary some side effects

The currency wars may be moot when the machines start learning and buying

As of January, a group of five major TV companies- including Fox, NBCUniversal, Paramount, TelevisaUnivision and Warner Bros. Discovery - are working together to develop a set of standards around new measurement technologies. The so-called JIC (Joint Industry Committee) plans to collect data, conduct analyses and set up audits for metrics companies ranging from iSpot to VideoAmp to EDO to incumbent Nielsen, according to Axios.

Given the complicated nature of these discussions, the manual work likely needed, and the conflicting agendas involved, I’d guess that the JIC isn’t likely to be handing out certifications over night.

I’m starting to wonder why the group doesn’t just hand over its work to ChatGTP and see what it comes up with. What’s the worst that can happen? (Ok, hold that thought).

Ok, so while AI may be ready for writing quizzes for BuzzFeed, but evaluating media research firms is likely too tall of an order. For now.

I’m starting to wonder what happens when AI can not only help an advertiser figure out which metrics to use, but exactly which consumers to target, media properties to buy, levels to spend at - pretty much everything that media buying agencies do.

“This couldn’t be more perfect of a problem for a computer to solve,” said Jonah Goodhart, founding investor in Right Media and co-founder of Moat.

That could change - well - the entire media and advertising landscape - forever.

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