Online Advertisements with LLMs: Opportunities and Challenges

Abstract

This paper explores the potential for leveraging Large Language Models (LLM) in the realm of online advertising systems. We introduce a general framework for LLM advertisement, consisting of modification, bidding, prediction, and auction modules. Different design considerations for each module are presented. These design choices are evaluated and discussed based on essential desiderata required to maintain a sustainable system. Further fundamental questions regarding practicality, efficiency, and implementation challenges are raised for future research. Finally, we exposit how recent approaches on mechanism design for LLM can be framed in our unified perspective.