IAB Tech Lab: Framework to support publishers and brands in the zero-click network

With the "LLM Content Ingest API Initiative", the IAB Tech Lab has proposed a new framework that responds to the growing challenges posed by generative AI. The aim of the initiative is to provide publishers with a technical option to control the use of their content by large language models (LLMs) and AI agents and to ensure fair remuneration.

The background to this is the increasing use of web content by AI systems, which have been proven to reduce traffic to publisher sites. According to studies by the IAB Tech Lab, a decline of 15 percent or more is not uncommon. At the same time, the importance of AI-controlled search results and chat interfaces is growing, which means that brand content is also being played out without direct control.

The new framework is intended to support rights holders in monetizing their content on the one hand and, on the other, offer the opportunity to actively control their own presence and content in AI systems. "It's clear that AI agents based on large language models are changing the way users interact with content," says Anthony Katsur, CEO of the IAB Tech Lab. "This initiative aims to provide publishers and brands with a fair, enforceable and technically sound path forward."

Martin Radelfinger, President of the IAB Switzerland Association, emphasizes the relevance for the local market: "The LLM Content Ingest API initiative launched by the IAB Tech Lab is an important step towards securing the economic foundations of the open web in the age of generative AI. For publishers and brands, it is about gaining transparency and controllability in AI-based playout and creating a fair framework for the monetization of their content."

The initiative is open for discussion and further development. Publishers, brands and developers are invited to participate in the standardization process. Further information is available on the Website of the IAB Tech Lab retrievable.