Why “Respectful Advertising” is the Only Sustainable Path for Live Media by Erhan Ciris

As we scale AI infrastructure for live broadcasts, a critical question emerges: Just because we can insert content anywhere, should we?

Erhan Ciris leading a discussion on the evolution of digital platforms

In my work at 4D Sight, I’ve maintained that technology should enhance the spectator experience, not detract from it. If advertising disrupts the integrity of a live event — whether it’s a high-stakes UFC fight or a Riot Games esports championship — everyone loses. To prevent this, we operate under a philosophy I call “Respectful Non-interruptive Advertising.”