iWorld
Times Internet rolls back pay cuts as business picks up
KOLKATA: As media companies start seeing a rebound in business after the initial shock of the Covid2019 crisis, many of the biggies have begun rolling back pay cuts. The latest addition to the list is Times Internet Limited (TIL).
In a virtual fireside chat hosted by Indiantelevision.com, TIL COO Puneet Gupt said that employee salaries are back to the original levels and variables have been paid as well. While many media organisations are reducing team sizes, TIL has started selective hiring. In fact, TIL has seen gradual growth in last four-five months as market forces gain equilibrium, Gupt said.
Recently, New Delhi Television Ltd (NDTV) also said that it has ended salary cuts imposed on employees in the wake of the pandemic. According to media reports, major broadcasters like ZeeL, Viacom18, Star & Disney India also ended pay cuts starting from end September.
iWorld
Meta launches AI connectors for ads in open beta
Tools enable campaign creation, reporting and insights via AI platforms.
MUMBAI: If ads were once about gut feel, Meta now wants them run on autopilot with AI riding shotgun. The company has unveiled its Meta ads AI connectors in open beta, a move aimed at embedding campaign creation, management and analysis directly into the AI tools advertisers already use. The push reflects a broader shift in digital advertising: from platform-led workflows to AI-assisted, cross-tool execution.
At the heart of the rollout are Meta’s ads model context protocol (MCP) server and a command line interface (CLI), which together allow advertisers to securely link their ad accounts to AI agents. The promise is straightforward real campaign data, not generic prompts, powering decisions across workflows.
The connectors are designed to streamline multiple layers of campaign management. Advertisers can generate detailed performance reports, create and edit campaigns using natural language, manage product catalogues, and diagnose signal quality, all without leaving their preferred AI environment.
Meta is also leaning into ease of adoption. For MCP, the company says setup requires no coding, developer credentials or API integrations, positioning the tools as accessible for businesses of varying sizes and technical maturity.
The launch complements Meta’s existing AI business assistant within Ads Manager, which focuses on recommendations and troubleshooting inside the platform. The connectors, by contrast, extend that intelligence outward into third-party AI tools that marketers increasingly rely on for cross-channel planning and automation.
The underlying strategy is clear: instead of forcing advertisers deeper into its ecosystem, Meta is meeting them where they already work while still keeping its data and ad infrastructure at the core of decision-making.
As AI continues to reshape how campaigns are conceived and executed, Meta’s latest move signals a future where managing ads may feel less like operating software and more like having a conversation.
