Before we slide into the reerie of with the ides of March, or more likely St. Patrick’s day, let’s see if anything has changed in the 2024 landscape of adtech.
Custom LLMs – ChatGPT Store & Others
Are these new ways to create & customize a LLM a viable revenue stream for publishers? Probably not. Publishers (like every business now) are dipping their toes in the waters of Generative AI to help maintain/increase the stickiness of their sites with their consumers. We’ve seen a lot of trial with chatbots, not much innovation or frankly even updating of these new approaches to consumer interactions.
Elon Suing OpenAI
Who cares? The copyright lawsuits are more interesting — and potentially will slow down adoption of these technologies. It reminds me of the quandary publishers were in the the ughts — you have to let googlebot crawl your site since 75% or more of your consumers came from google, but not owning your customer acquisition pipeline is dangerous to say the least.
The WSJ gets it right wrt the various players and fights.
The Privacy Sandbox Grinds On
Nothing too new here — the full impact (on teams, product roadmaps, revenue, etc.) is still yet to be seen — the growing consensus of inevitability, as well as the size of the lift to support this seems to be a pragmatic response to the Google behemoth continuing to push Privacy Sandbox.
2 things nobody is talking about:
1 – the impact of all of this extra processing on the carbon footprint of advertising, and
2 – this initiative is ONLY for Chrome — other browsers will continue to evolve separately.