As AI transforms the way people discover and consume information, it is also changing how publisher and brand content appears online. The rise of large language models (LLMs) and generative AI tools is pulling audiences away from original sources, reducing publisher traffic and distorting how brand messaging is surfaced in search results and AI chat interfaces.
To tackle this challenge, IAB Tech Lab has introduced the LLM Content Ingest API Initiative. This proposed framework gives publishers and advertisers more control over how their content is accessed, used, and monetized by AI systems. It is a technical solution aimed at balancing innovation with fair compensation and accurate content representation.
Tech Lab is opening the door for publishers, advertisers, LLM platforms, and AI developers to collaborate on a new set of enforceable standards. A workshop will be held in the coming weeks, with the goal of exploring tools that support content discovery, manage AI bot access, and protect the integrity of brand information in machine-generated summaries.
IAB Canada supports this work and is encouraging Canadian participation in this critical conversation.
“The Canadian digital media landscape is built on innovation, fairness, and transparency,” said Sonia Carreno, President of IAB Canada. “As AI becomes a dominant force in how information is shared and consumed, it is critical that Canadian publishers and brands help shape the standards that will protect both content and trust in our ecosystem. This is an important opportunity to make our interests heard on the global stage.”
IAB Tech Lab is seeking feedback on the draft framework and inviting expressions of interest in the upcoming workshop. This is a unique opportunity for Canadian organizations to help shape how AI systems interact with the open web.
If you are a Canadian publisher, brand, AI developer, or digital media stakeholder, this is your chance to influence how AI technologies engage with your content. Canadian voices matter in this next phase of the web economy. Now is the time to take part. Get Involved! Click here.