AI Is Booming in RFPs. Here’s How Publishers Are Winning Business

Advertiser demand in the space has sparked a return in tech advertising

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In less than a year, as generative artificial intelligence has grown from a fringe pursuit to an object of mainstream fascination, marketers have sought to capitalize on the fervor by creating campaigns that align their brands with the topic.

As a result, news publishers have seen an uptick in the number of requests for proposals (RFPs) from advertisers whose central theme is AI, according to interviews with six publishing executives. 

At The Atlantic, inbound interest picked up in June, about six months after blue-chip tech brands first invested in the space, according to Alice McKown, the publisher and chief revenue officer of The Atlantic.

“We are excited about the AI space,” McKown said.



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