Digital Digest #111
YouTube Develops New Tool to Combat Deepfakes
YouTube is stepping up its efforts to combat AI-generated deepfakes. Deepfakes are highly realistic, artificially generated images or videos that can convincingly portray real people doing or saying things they never did. They're created using advanced AI techniques.
The platform is developing new detection technologies that will alert creators and publishers when their faces or voices are used in unauthorised content. These tools aim to prevent misinformation and protect the integrity of creators' work.
One of the new technologies is a "synthetic-singing identification technology" that can detect AI-generated content simulating a singer's voice. This will empower artists and publishers to better manage any false representations of their work.
On these shores we have recently seen prominent businessman Denis O'Brien, file a legal case against both the publisher (Meta) and alleged parties that created and distributed deepfakes depicting him in a negative light. The case aims to hold the company accountable for defamation and privacy violations caused by the deepfakes.
By strengthening their ability to detect and remove these deepfakes from their platforms, YouTube will not only improve user experience but also potentially avoid costly legal battles. All this will serve advertisers well as they will have more confidence in the platforms they choose to advertise on and feel safe in the knowledge that any content they create and distribute with influencers cannot be repurposed as part of a deepfake campaign.
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Daft.ie Reportedly Exploring Sale
Popular Irish property site Daft.ie is known for helping house hunters find the right home. But are the founders Eamonn & Brian Fallon looking to sell the site itself? They are reportedly exploring a possible sale of the site. Daft.ie, which is owned by Distilled Media Group, has an estimated value in the region of €600 million.
This potential sale is just the latest development of the increased takeover among real estate businesses, with Australian property listing Group REA recently announced their consideration of an offer from UK-based Rightmove. Possible bidders could include private equity firms, helping them unlock growth from Distilled inventory – making it more efficient.
So, what are the repercussions of this potential sale for the Irish Advertising sector? For one, Daft’s reach shouldn’t be underestimated, as the site attracts a monthly average of 2.5 million users– generating over 228 million impressions. It is an apt inventory option for brands looking to target young renters, families looking to buy & landlords wishing to post their vacant property all over the country.
As well as keeping ad standards up for brands, Daft have also integrated advanced ad tech to their own inventory – with ad formats such as Daft Advantage giving users placing house/room vacancies three times more ad views compared to standard adverts. They have, however, come under fire the last 4 years, with significant jumps in Ad placement fees.
Depending if this sale materialises, it will be interesting to see if a switch in ownership for Daft.ie will have knock-on effects on how advertisers(both large brands & house sellers) trade on-site and if any site changes will be implemented.
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May I Have Your Attention
Consumers are exposed to hundreds of ads every day meaning grabbing and maintaining a consumer's attention is becoming increasingly more difficult. Attention is a multi-faceted mixture of time and focus. Passive attention is when people see or hear an ad but don’t engage; active attention is “lean in”, both affect how consumers perceive and ultimately remember your brand advertising.
There has been increased demand from advertisers to look for new ways to measure attention through companies such as IAS, Adelaide, and Lumen to name a few. Attention studies have also become more accessible with many publishers now offering attention studies as part of their offering.
There isn’t one way to measure attention, it’s important when planning campaigns that this is taken into account. How we measure and the way in which we can measure attention differ by platform and device. Importantly not all attention is worth optimising towards.
Attention measurement and optimisation tie both media and creative together, ensuring you focus on quality placements and that you show up at points where it matters most. This can help reduce wastage and helps to ensure that marketing plays a pivotal role in delivering against business objectives. It’s important that advertisers focus on attention metrics as this will allow you to measure how effective your advertising is.
Attention is in an ever evolving space and one that is a hot topic within the industry. Attention testing is something we offer within Core and if you would like to know more about this topic please reach out to your media team.
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