New IAB Tech Lab Working Group Elevates Standards for AI Content Monetization

IAB Tech Lab Forms AI Content Monetization Protocols (CoMP) Working Group

In an era where digital content and its monetization face unprecedented challenges, the IAB Tech Lab has taken a significant step forward. On August 19, 2025, the IAB Tech Lab, a prominent body for digital advertising standards, unveiled the formation of the AI Content Monetization Protocols (CoMP) Working Group. This initiative aims to establish standards for content monetization tailored for an AI-influenced digital landscape.

The urgency of this initiative stems from dramatic shifts in the way content is accessed and utilized online. According to Anthony Katsur, the CEO of IAB Tech Lab, “Publishers are witnessing a sharp decline in traffic due to AI experiences like chatbots, which often present content without context or proper representation.” Such concerns underscore the necessity for robust solutions that can empower both publishers and brands to reclaim control over their digital content.

A New Framework for Publishers

The newly formed CoMP Working Group is tasked with drafting standards that will facilitate sustainable monetization strategies for publishers and content creators amidst the AI-first revolution. It will center on three pivotal components:

1. Blocking Bot Traffic: Implementing measures that act as security mechanisms, allowing publishers to control and limit unwanted scraping of their content.
2. LLM-Friendly Discovery: Establishing pathways for publishers to engage effectively with AI tools in ways that enhance their visibility and market presence.
3. LLM Ingest API: Creating a standardized system for content ingestion that enables AI frameworks to monetize through voluntary participation by publishers.

These protocols are designed to help reclaim lost advertising revenue and grant content creators the ability to determine how their information is presented in an AI-dominant environment. The proposed framework will support various monetization models, including pay-per-crawl, aggregation, and outcome-based structures, thus ensuring flexibility across the digital ecosystem.

Navigating the New Digital Landscape

Shailley Singh, the Executive Vice President and COO of IAB Tech Lab, emphasized the disruptive impact of generative AI on traditional content usage. “The rise of AI has created a chaotic landscape for content utilization. Our focus now is to create a zoning map that allows publishers to protect their intellectual property while discovering new avenues for value.”

The CoMP Working Group is not just seeking to aid large publishers who have already negotiated partnerships; it aims to give a voice to smaller publishers and marginalized content creators. “While some content deals have been struck with large publishers, the mid and long tail remain unheard,” stated Katsur, reinforcing the commitment to inclusivity in this new initiative.

Invitation to Stakeholders

In an effort to foster an inclusive advanced digital marketplace, IAB Tech Lab is inviting a broad array of stakeholders to participate. This call extends to AI innovators such as OpenAI, Anthropic, and Google Gemini, alongside publishers, platforms, and tech companies of all sizes.

By joining forces, developers of large language models and industry participants can collectively lay groundwork for a sustainable digital landscape that benefits all entities involved—from creators and brands to platforms and users.

As this initiative progresses, the IAB Tech Lab aims to lead the way in crafting a robust and fair marketplace, helping all participants navigate the complexities of AI-driven content monetization. Interested parties are encouraged to register via IAB Tech Lab's website to learn more about this important initiative and contribute to shaping the future of digital content monetization.

About IAB Technology Laboratory

Founded in 2014, the IAB Technology Laboratory operates as a non-profit consortium focused on the development of pioneering technology and standards to foster growth and integrity within the digital media ecosystem. Comprising a diverse member community that includes digital publishers, ad tech firms, marketers, and agencies, IAB Tech Lab is dedicated to tackling issues relating to brand safety, identity, data privacy, and the effectiveness of programmatic advertising. For more information about the IAB Tech Lab and its initiatives, visit their site.