Amazon, Meta, Microsoft and Google all had seats at the table alongside 35 publishers at the IAB Tech Lab’s LLM working group in NYC last Thursday. The clearest action point: the initiative has shifted to weekly meetings as it races to find standards on how AI uses and pays for content.
More than 70 companies gathered for the workshop, roughly half of which were publishers — a handful from Europe. The rest were a mix of big tech representing their respective LLMs, tech vendors and cloud edge companies Cloudflare and Fastly, who are now taking a far more active role in helping publishers block unauthorized bots, shifting from background tech enablers to vocal gatekeepers in the AI era.
It’s not surprising that Amazon, Google, Microsoft and Meta were present at the workshop — as major advertising players with long-established ties to both the IAB and publishers, they’re already part of the ecosystem. OpenAI and Perplexity were still no-shows, though.
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