IAS’s Srishti Gupta: Media Quality has Shifted ‘From Protection to Growth’

CANNES, France — As AI-generated content floods digital environments, the case for media quality investment has fundamentally changed — moving from defensive brand protection toward measurable performance improvement that drives sales lift, brand awareness, and working media efficiency. “Media quality has fundamentally changed from being about protection to really being about growth,” Srishti Gupta, chief […]

Last updated Jul 20, 2026 by ATDb automated enrichment