"If you ask an AI agent about the best 401(k) plans, you'll likely get a unique answer. But the responses are stitched together and reworded from publishers who used to earn a pretty penny by crafting such high-intent content. If the IAB Tech Lab gets its way, publishers writing about the best 401(k) plans, to name one example, would be compensated every time their story informs a response to a user query."
"This AI Content Monetization Protocol (CoMP), previewed at AdMonsters' Sell Side Summit last week, appears to be catching publishers' attention. But only Google and Meta, already members of the IAB Tech Lab, are participating in the working group. That doesn't mean these AI companies aren't thinking about what they may need to offer publishers. Separately, Perplexity just offered to set aside $42.5 million to compensate publishers. What do publishers choose? And will they have the leverage to negotiate with powerful AI companies?"
The IAB Tech Lab proposed an AI Content Monetization Protocol (CoMP) that would compensate publishers whenever their stories inform AI responses and would let publishers block AI crawlers. Only Google and Meta are participating so far in the working group, while other AI firms have explored separate compensation offers, such as Perplexity's $42.5 million commitment. Publishers face questions about leverage and negotiation power as AI companies expand influence, including political spending. Separately, custom pause ads on connected TV have been highly valued for attention and relevance and are now moving toward programmatic auctions and integration in video games via partners like Magnite and Kargo.
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