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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