Sora 2 copyright calculations highlight new role for agencies as risk whisperers

October 17, 2025 Presented by Sora 2 initially shipped with an “opt-out” policy for IP rightsholders. If an artist or advertiser didn't want their work to be used in the tool's model, they would need to get in touch. It wasn't a popular move. And don't credit OpenAI's ChatGPT, credit corporate LLMs – enterprise RAG is what's creating royalty revenue for publishers. TOP STORY Generative AI Sora 2 copyright calculations highlight new role for agencies as risk whisperers Challenges to IP norms mean agencies’ legal brains are in higher demand among brands. Advertisement OTHER THINGS TO KNOW Join us for the Digiday Publishing Summit Europe, taking place October 27–29 in Lisbon, where executives from leading publishers and platforms will come together to dive into current challenges and share solutions that drive real growth. Secure your pass now — seats are limited. Sales are essential. However, when a brand's strategy hinges on every dollar spent leading to a purchase, it misses the bigger picture. Long-term performance success comes from brand-building, and that starts with trust. Partner insights from Vistar Media. For B2B brands still relying on static strategies, like gated PDFs, audiences expect more. Borrowing tactics from publishers could be the key to marketing that feels more like a conversation than a campaign. Partner insights from Ceros. MARKETING Member exclusive Future of Marketing Briefing: L'Oréal builds the data backbone to its creator marketing L’Oréal’s is building a data layer beneath its creator economy push. Retail Revolution Walmart.com's search results put ads front and center — a playbook Amazon pioneered Walmart's search results now mirror Amazon's, with sponsored ads dominating top spots as its retail media business surges under former Amazon exec Seth Dallaire. PARTNER INSIGHTS FROM BLOCKBOARD How programmatic CTV achieves measurable outcomes that boost growth Marketers are driving growth through smarter, more accountable programmatic buys on CTV. A MESSAGE FROM DISNEY CAMPAIGN MANAGER An easier way to run TV campaigns that deliver You shouldn't have to choose between efficiency and creativity when it comes to your media buys. With Disney Campaign Manager, you get both. One easy dashboard lets you set up, launch and measure across Disney+, ESPN and Hulu streaming platforms. Your campaign shows up where it matters most, making a bigger impact. It's not just a tool. It's a partner that makes things simpler and helps you deliver results your clients can count on. Learn more MEDIA & PLATFORMS AI Revenue Generation AI royalties for small and midsize publishers: collective licensing's next big play Don't credit OpenAI's ChatGPT, credit corporate LLMs – enterprise RAG is what's creating royalty revenue for publishers. Retail Revolution Walmart.com's search results put ads front and center — a playbook Amazon pioneered Walmart's search results now mirror Amazon's, with sponsored ads dominating top spots as its retail media business surges under former Amazon exec Seth Dallaire. PARTNER INSIGHTS FROM TINUITI Why marketers are embracing waste as a part of experimentation The most forward-thinking brands aren't pretending waste doesn't exist; they're defining it, measuring it and building the infrastructure to turn it into something useful. Waste isn't a strategy problem — it's a trust problem. PARTNER INSIGHTS FROM MARIGOLD Report: The state of subscriber engagement Nearly 40% of publishers said in a recent survey that data and analytics is the department primarily responsible for their subscriber growth efforts, with only 14% citing that such efforts are cross-department initiatives. DIGIDAY + Retail Revolution Walmart.com's search results put ads front and center — a playbook Amazon pioneered Walmart's search results now mirror Amazon's, with sponsored ads dominating top spots as its retail media business surges under former Amazon exec Seth Dallaire. Written by Jim Cooper and Sara Jerde Were you forwarded this email? Sign up to get it daily. Advertise | Digiday+ | Events | Awards Update your email | Unsubscribe | Privacy policy