Tony Katsur, CEO of IAB Tech Lab, proclaimed on LinkedIn yesterday, “We’re working on big things at the IAB Tech Lab with the announcements of the Containerization Project and the LLM Content Ingest API initiative. The time for more efficient and scalable programmatic ‘pipes’ and more tools to protect publishers is now!”

With the LLM API initiative, the idea is to empower publishers with the ability to be easily and systematically compensated by large language model (LLM) companies looking to spider tasty publisher content which will, in turn, inform AIs.

feed the data

On Wednesday, “Value Optimization, Incremental Attribution, and Value Rules” were the subject of an announcement by Meta regarding enhancements to its ad product line and underlying AI technology. Read the press release.

Overall, the theme for marketers: feed Meta more data to improve results.

For example, VP of Product Fred Leach explains, “We are also now expanding the availability of Value Rules, a product that gives advertisers the option to set up rules in Ads Manager that assign higher value to certain types of customers, ultimately giving them another way to steer our AI-powered ads system towards higher ROAS outcomes.”

Courtesy of new inflows of marketer data, Meta’s ad product AI core should become more powerful. Conversely, marketers will weigh the risk of letting go of some of their proprietary, first-party data.

optimization update

“Value Optimization For Profit” as an optimization selection for Meta Ads is apparently now in Beta and will be fully available to all advertisers by summer, according to a presenter at the Meta Performance Marketing Summit today.”(yesterday) – Andrew Faris on X

Faris explains, “[Value Optimization will] tie into your COGS data and optimize your spend towards products with higher profit.”

event: AWS and AI

Amazon Web Services (AWS) will be hosting a “Media & Entertainment, Games and Sports (MEGS) Monetization Symposium” on Wednesday, July 9.

Registration is here.

Stephanie Layser, who is AWS “Global Industry Specialist Leader, Monetization,” said on LinkedIn yesterday: “We’ll debrief on Cannes, have a few customer/partner panels on first party data, AI in Ad Ops/campaign planning and accelerating new ad products, and all the other fun innovations happening in the space. I’ll be doing the opener, so come on out!”

AEO vs. GEO

Former Nestle and Nielsen marketing executive Pete Blackshaw threw his hat in the ring on LinkedIn earlier this week regarding the Answer Engine Optimization (AEO) versus Generative Engine Optimization (GEO) debate – which one is right in the AI age?

Venture firm a16z – in support of its tech company portfolio – said “It’s the end of search as we know it” last week and that GEO was the correct new name for the replacement to Search Engine Optimization (SEO). Read why.

With his marketer perspective, Blackshaw says AEO is the way: “AEO Focuses on Outcomes, Not Technology.” Read why he thinks that’s important.

more:

Faster, Smarter, Cheaper: AI Is Reinventing Market Research (June 3) – a16z

event: databricks

The Databricks Data+AI Summit is next week in San Francisco and marketing applications are featured. See agenda.

A 7-Eleven AI executive (yes, that’s right) will present, “AI Agents for Marketing: Leveraging Mosaic AI to Create a Multi-Purpose Agentic Marketing Assistant.”

Read what that means.

test yourself

“How do we measure AI fluency at Zapier?” – Read Wade Foster, co-founder and CEO, Zapier, on LinkedIn

correction: LMM

Yesterday’s newsletter mistakenly had “large language model” (LLM) instead of “large marketing model” (LMM) regarding WPP Media’s new “Open Intelligence” product. Read the press release.

Thank you for pointing that out, dear reader!

Leveraging elements of the InfoSum acquisition, the media buying agency (formerly known as GroupM) is pitching marketers a solution (the LMM) that produces outcomes courtesy of an in-house AI (these details remain murky) while protecting their first-party data.

And that’s not all says WPP Media CEO Brian Lesser on LinkedIn yesterday:

“Advertisers will get:”

”Smarter insights from real-time purchase behavior”
”Better audience targeting across every channel”
”Privacy-first data collaboration that builds trust”

Protecting marketers’ data from getting “hoovered up” by LLMs would appear to be an agency/services pitch going forward.