SXSW: Brands as Storytellers

Digiday is at SXSW giving you the latest industry news out of the festival at Austin, Texas. More from the series →

South by Southwest is filled with brands, agencies and publishers on the hunt for the Next Big Thing. That’s only natural, according to Vitrue vp of business development Max Clark, because the digital media world has never changed so quickly.

I sat down with Clark as part of Vitrue’s sponsorship of Digiday’s SXSW coverage. We chatted about the recent changes Facebook has made, the increasing need for brands to blend earned and paid media, and how brands to think of themselves not just as publishers but also as storytellers.

More in Media

In Graphic Detail: How AI search is changing publisher visibility

AI platforms like ChatGPT and Google AI Mode are driving more search activity. Some publishers are gaining visibility — but not traffic.

AI royalties for small and midsize publishers: collective licensing’s next big play

Don’t credit OpenAI’s ChatGPT, credit corporate LLMs – enterprise RAG is what’s creating royalty revenue for publishers.

Graphic of a dollar sign-shaped key unlocking a lock, symbolizing the key to unlocking successful performance marketing through the seven stages of development

The Economist licenses its content to enterprise clients’ private LLMs

The Economist is among those to start licensing its content this way – having opened its API to corporate clients with their own data ring-fenced LLMs in August.