Marketers Focused on Navigating Threats from the Rise in AI-Generated Deepfakes and Misinformation
The report found that marketers are focused on safeguarding their brands from growing threats including AI-generated deepfakes and misinformation and that consumers increasingly hold advertisers accountable for ad placements around risky content, which can lead to lower levels of brand favorability and trust. In addition, with the shift to video-first environments, industry experts see social media and digital video as the top two media types to face serious challenges in 2024, and also the two that are most ripe for innovation.
“IAS is committed to driving our mission forward as the benchmark for trust and transparency in digital media quality, and the MQR is just one of the many ways we pursue this mission for advertisers, publishers, and platforms across the globe,” said
This year’s report found the global brand risk rate remained stable in 2023, coming down a nominal 0.1 point from 2022 to reach 1.7%. However, brand risk increased 0.2 points in the
With the Olympic Games and UEFA European Championship to come this year, IAS discovered a correlation with major sporting events and higher brand risk. In the
Despite the significant…
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