The advertising landscape continues to evolve quickly, and the challenge for marketers is increasingly building the frameworks and infrastructure needed to manage risks responsibly.
This month, we look at what comes next for AI transparency and disclosure, why gaming is moving from an experimental channel toward a more established part of the media mix, and how clearer standards can help advertisers navigate an increasingly complex digital ecosystem.
Feature Story The Industry Has an AI Disclosure Standard. Now It Needs Proof of Adoption.
The advertising industry has made meaningful progress toward a common approach to AI transparency. The IAB’s AI Transparency and Disclosure Framework provides a materiality-based approach to determining when AI use should be disclosed, while pairing consumer-facing disclosures with machine-readable provenance information. The framework aims to distinguish AI use that materially affects authenticity, identity, or representation from routine production tasks where disclosure may add unnecessary noise.
But having a standard and demonstrating that the standard is being used are two different things. As regulation advances and platforms increasingly apply their own AI detection and labeling systems, advertisers have a narrowing window to establish consistent practices on their own terms.
As Dave Byrne writes, the next step may be making adoption measurable: asking agencies and production partners how they apply the framework, incorporating AI disclosure requirements into creator briefs and contracts, and establishing clearer ways for advertisers to demonstrate conformance. As AI-generated and AI-assisted content becomes increasingly common, transparency will depend not just on having a standard, but on making its adoption visible.
Event Spotlight: TAG State of the Fight The industry's biggest challenges won't solve themselves.
From AI slop, to CTV, to piracy and the metrics shaping where billions in ad spend goes, TAG State of the Fight 2026 gets stuck into the issues the industry can't afford to ignore.
No recycled presentations. No generic keynotes. Just four sessions, tackling four very different and real challenges, with tough questions, fresh thinking and plenty to chew on over at the happy hour, the Tipsy TAG.
With Advances in Measurement & Models, Gaming is Becoming a Full Blown Media Channel
In-game branded content has often been treated as an experimental advertising format. But as the industry develops more consistent standards for measurement, buying models, and brand safety, gaming is increasingly positioned to be evaluated alongside established media channels. 👉 Read the article 👉 Browse BSI's coverage of advertising in the gaming industry
Are Advertisers Using AI Wrong?
In the latest episode of Defend and Deliver, David Kohl discusses the evolution of media, programmatic advertising, automation, and what companies should actually be doing to get value from the rapid development of AI. 👉 Watch the video 👉 Apple Podcasts 👉 Spotify
Get Featured in Our Next Issue!
Are you hiring? Have a POV, study, or story to share? Want to highlight your brand safety wins or challenges? Let us help amplify your voice. Click here to contribute
Thanks for being part of the BSI community, the advertising industry's community of practice for brand and people safety. We look forward to bringing you more insights, updates, and industry news next month.
