YouTube is branding itself to advertisers as the “home of Gen Z.” At the streaming platform’s NewFronts event at parent Google’s Pier 57 complex in lower Manhattan, the message was plastered across numerous signs and in videos. The company had creator Jon Youshaei, a former Instagram product marketer, deliver a presentation entitled “What Matters to Gen-Z” at the Monday event. Apparently Gen Z likes quick hits, making them a natural audience for commercials. At the NewFronts presentation, YouTube explained it is expanding its AI-driven video reach campaigns to include YouTube Shorts. Read more

Roku introduced new ad products this week at the IAB NewFronts, touting opportunities to advertise on Roku’s home screen and within original content. That also includes its screensaver — dubbed Roku City — which McDonald’s is taking over for a summer promo. Roku also said it will be using contextual AI to automatically insert ads at appropriate moments in Roku Channel programming. In a twist on programmatic, Roku will train artificial intelligence on its advertisers’ marketing campaigns and messaging goals then have it scour the library for “iconic plot moments” that offer a good fit, inserting ads in real time. Read more

The European Union’s Digital Markets Act, applicable as of May 1, finds tech giants scrambling to anticipate regional compliance. The regulatory framework aims to ensure tech giants don’t abuse their clout by taking advantage of consumers and smaller companies. Within two months, companies providing core platform services will have to notify the European Commission and provide all relevant information. The Commission will then have two months to identify companies that fit the DMA definition of “gatekeeper.” Those that do will be subject to DMA rules and have six months to conform. Read more

Measurement is emerging as a major issue to be addressed at this year’s advertising sales presentations known as the TV Upfronts, taking place this month in New York City. Companies slated to present range from established players like NBCUniversal, hosting May 15 at Radio City Music Hall, to Netflix, which joins the heavyweights with a May 17 event at the Paris Theater. An increased emphasis on streaming platforms, which allow specific measurements rather than the panel extrapolations that have been the norm in the broadcast era, has shifted the focus to the analytics firms that quantify consumer viewing and identify patterns. Read more

The proliferation of websites spewing misinformation as a result of chatbot-powered “content farms” is creating increased concern. Misinformation tracker NewsGuard has identified 49 websites publishing falsehoods authored by generative AI. The discovery is raising questions as to the technology’s role in turbocharging existing fraud techniques. Several of the offending websites sprang up this year, just as AI tools were made widely available for use by the public. Some of the sites take the approach of masquerading as breaking news sites, while others have adopted tactics such as using generic-sounding names. Read more