Hi SODP community,

Let’s recap on what’s been happening, the new content, industry updates, tips, and more.

TIP OF THE WEEK

Advertising budgets are not gone; they’ve simply shifted to creators who act like publishers.

For years, businesses relied on big ad networks and media agencies to distribute their budgets. But spending patterns are changing. Increasingly, we see brands allocating funds directly to individuals who can create content that resonates, drives attention, and fosters trust with their audiences.

This doesn’t mean advertising is shrinking; it’s just moving closer to the people who can capture attention with relevance and authenticity. The challenge for publishers and businesses is clear: how do you act like a content creator to access these dollars?

Marketers are under pressure to prove ROI. Instead of broad placements, they’re betting on creators who deliver measurable engagement in niche communities. Research shows that influencer marketing spending continues to rise, with global estimates in the tens of billions annually (Statista, 2025).

That money isn’t disappearing; it’s just flowing through different pipes.

What content creators are doing right

Creators earn this share of the budget because they:

• Publish consistently: They show up regularly with content that’s fresh, timely, and aligned with audience interests.

• Focus on niche authority: They don’t try to be everything to everyone; they build depth in one area.

• Foster community: Engagement is two-way, not broadcast-only.

• Show personality and trust: Their audience knows who is behind the content, which builds credibility.

How can publishers adapt:

If you want to attract these budgets, act more like a creator:

1. Prioritise storytelling and expertise: Showcase the human side of your brand alongside expertise in your subject matter.

2. Invest in consistent output: Treat your publishing cadence with the same discipline as a professional content creator.

3. Build identifiable voices: Authors, editors, and contributors should be visible, not hidden behind a logo.

4. Measure and prove value: Track engagement, conversions, and attention metrics, not just impressions.

Advertising money hasn’t disappeared. It has moved closer to creators who can demonstrate relevance, authenticity, and impact. For businesses and publishers, the opportunity is to stop thinking like an ad slot and start thinking like a trusted creator who can tell stories, build audiences, and drive results

SODP POSTS

What is AI Slop? A Technologist Explains This New and Largely Unwelcome Form of Online Content

You’ve probably encountered images in your social media feeds that look like a cross between photographs and computer-generated graphics. Some are fantastical – think Shrimp Jesus – and some are believable at a quick glance – remember the little girl clutching a puppy in a boat during a flood?

These are examples of AI slop, low- to mid-quality content – video, images, audio, text or a mix – created with AI tools, often with little regard for accuracy. It’s fast, easy and inexpensive to make this content. AI slop producers typically place it on social media to exploit the economics of attention on the internet, displacing higher-quality material that could be more helpful.

AI slop has been increasing over the past few years. As the term “slop” indicates, that’s generally not good for people using the internet.

AI slop’s many forms

The Guardian published an analysis in July 2025 examining how AI slop is taking over YouTube’s fastest-growing channels. The journalists found that nine out of the top 100 fastest-growing channels feature AI-generated content like zombie football and cat soap operas.

Listening to Spotify? Be skeptical of that new band, The Velvet Sundown, that appeared on the streaming service with a creative backstory and derivative tracks. It’s AI-generated.

In many cases, people submit AI slop that’s just good enough to attract and keep users’ attention, allowing the submitter to profit from platforms that monetize streaming and view-based content.

READ MORE

JOB BOARD

➡️ Nexstar Media Group is looking for a news producer who will produce daily newscast items, decide the order in which stories will be told, write teases and other content, time news programs, edit video, and post video to the website. (NY). SEE MORE

➡️ Reach Plc is looking for a creative producer who will turn briefs into standout concepts, script compelling videos, support and lead production, and ship culturally sharp work that resonates with UK Gen Z across TikTok, YouTube Shorts, Instagram, Snapchat, Facebook and X. (UK). SEE MORE

COMMUNITY BUZZ

Industry News

➡️ Over the past two years, AI and LLMs have stepped out of the shadows and into public consciousness. Not long ago, most people’s understanding of AI was limited to sci-fi references or the occasional nightmare about machines taking over. Now, everyone seems to be talking about it – and naturally, marketers have jumped right in. We did it with search engines. We tried it with social media. And now we’re doing it again with LLMs, using emerging technology and growing public interest to promote our brands. READ MORE 

➡️For months, Google has maintained that the web is “thriving,” AI isn’t tanking traffic, and its search engine is sending people to a wider variety of websites than ever. But in a court filing from last week, Google admitted that “the open web is already in rapid decline,” as spotted earlier by Jason Kint and reported on by Search Engine Roundtable. Google submitted the filing ahead of another trial that will determine how it will address its monopoly in the advertising technology business. READ MORE 

➡️ As more creators sign CTV licensing deals, they are using their newfound television presence as a bargaining chip in negotiations with potential advertisers. In recent months, CTV channel operators from Samsung TV Plus to Tubi have significantly expanded their creator offerings, standing up dedicated FAST and AVOD channels to serve creators’ videos. In addition to splitting ad revenue from the channels with the operators, creators are looking to profit from their CTV partnerships in more creative ways. READ MORE 

Social Media Discussions

➡️ Barry Adams on LinkedIn:

Are you encouraging your readers to add your publication as a 'Preferred source' in Top Stories?

You really should. The difference in visibility in Top Stories is dramatic. Without your site as a preference, Top Stories is dominated by highly authoritative publishers - even if you have relevant, quality journalism on the topic.

But if your publication is a 'Preferred source' for someone, your articles will almost always be shown in Top Stories for that user (provided you have a recent and relevant article on the topic they searched for).

It's a great way to encourage loyalty from readers and make sure you maximise your relationship with your regular audience. You can add a call to action on your articles, with a simple link.

In my experiments, articles from 'Preferred sources' replace other articles from non-preferred publications in Top Stories boxes. The preferred source is indicated with a small star icon.

CONTINUE READING

These are the highlights for the last week.

Until next!

Vahe Arabian and the editorial team at SODP