Insights from CTV leaders at Dentsu, Horizon Media and more
This article is a WTF explainer, in which we break down media and marketing’s most confusing terms. More from the series →
For all you know, this sentence could be written by artificial intelligence technology. The same can increasingly be said of any image, video or even audio file uploaded online.
In an attempt to help people distinguish between AI-generated and human-generated content, Adobe and the Coalition for Content Provenance and Authenticity have proposed a system for disclosing how a piece of content was created.
Called content credentials, the system would embed information, such as who created a piece of content and whether it was made using generative AI tools, in the content’s metadata and append a watermark indicating such information was attached. Beyond disclosing AI’s involvement, the content credential system can also be used to credit artists for their work and verify its authenticity, as covered in the video skit below.
More in Media
Yahoo takes cues from platforms as it offers more editorial control to creators
Through its creator program, Yahoo is evolving from its roots as a content aggregator and editorial publisher to more of a distribution platform for individual creators.
Podcast companies turn to live events to capture growing advertiser spend
The surge in the number of live podcast events in 2025 reflects a broader shift: advertisers are betting bigger on podcasts — not just as an audio channel but as a full-fledged creator economy play.
Media Briefing: ‘Cloudflare is locking the door’: Publishers celebrate victory against AI bot crawlers
After years of miserably watching their content get ransacked for free by millions of unidentified AI bot crawlers, publishers were finally thrown a viable lifeline.